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
Creative Director: Della Mathew
Associate Creative Director: Ashley Ventre, Holden Rasche
Director: Geoff Levy
Agency: Ogilvy

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