oxygen, carbon, hydrogen, art direction

IKEA ASMR

Branded content for IKEA USA

 

IKEA ASMR

 

College students are some of the most stressed demographic. So for IKEA's Back to College campaign, we wanted to show students that their products can not only be helpful, but help them relax. We found ASMR, this YouTube phenomenon in which people tap different items while whispering long, banal monologues about said objects. It’s supposed to make your brain “tingle”, but they really just help you relax.

IKEA makes a lot of items that you can tap, with a lot of product benefits you can whisper about.

So we put the two together and made a 25-minute ASMR video dedicated to the many, many product benefits of IKEA’s Back To College range.

Role: Concept, Art Director Intern
Creative Director: Della Mathew
Associate Creative Director: Ashley Ventre, Holden Rasche
Director: Geoff Levy
Agency: Ogilvy

 
 

 

Full 25 Minute video is here if you need some comfort


 

AWARDS

2018 One Show
Bronze Innovation in Branded Entertainment

2018 One Show
Merit Social Media Single

2018 One Show
Merit Branded Entertainment Long Form Single

 

PRESS