THE SOPORIFIC SMELL


A research conducted on sleep behavior in the UAE revealed that about nine in ten people are not getting the ideal eight hours of sleep a night. In order to help those who struggle to get a good night’s sleep and also draw attention to its sleep related products, Ikea relied upon an innovation and created SÖMNIG. The print ad – both a functional tool and a smart way to communicate the benefits of Ikea beds and mattresses – can be removed from the magazine, switched on, and placed next to bed. When activated, the ad emits a white noise frequency, which has been proven to aid sleep. It also features an aromatic lavender port and was printed using lavender infused ink – a scent that’s known to help relax muscles and lower heart rate.

CREDITS:

AGENCY: Memac Ogilvy

CLIENT: Ikea

ART DIRECTOR: Gary Rolf

COPYWRITER: Rohit Venkatesh

ACCOUNT SERVICE: Tarek Shawki

PRODUCTION: Tarek Bawab

CREATIVITY NATIONSBEYONDCLICHES IMPACT IDEAS INNOVATION MEMAC OGILVY LOVEANDLOBBY