This Ikea print ad is designed to put you to sleep

'Somnig' is printed with lavender ink and emits white noise through a speaker

Published On
May 23, 2018

Editor's Pick

Ikea has been coming up with some interesting stunts in the Middle East recently, out of its UAE agency Memac Ogilvy. We've seen it bully a pot plant, and now here's a print ad that promises to give you a good night's sleep.

The agency created the ad after research into the sleep behavior of those living in the UAE found that nine in ten people were not getting the ideal eight hours of sleep a night. They also found that a third were seriously deprived of sleep, with 32.4% sleeping for only six hours.

The Somnig (meaing sleepy in Swedish) print ad is therefore designed to act as a "sleeping aid."
People are directed to simply tear it out of a magazine, "assemble" it (like an Ikea flat-pack) and place it next to their bed.

When activated, a speaker in the ad emits a white noise frequency, which has been proven to aid sleep. The paper is also designed with an aromatic lavender port and the ad was printed using lavender-infused ink--a scent that's known to promote sleep by helping to relax the muscles and lower the heart rate.

Even better, the ad isn't a throwaway. It comes with a USB cable and charging port so you can rejuice it once power runs low.

Credits

Date
May 23, 2018
Brand:
Ikea
Agency:
Memac Ogilvy & Mather
Group Head:
Gary Rolf
Art Director:
Gary Rolf
Copywriter:
Rohit Venkatesh
Account Services:
Tarek Shawki
Production:
Tarek Bawab
Production:
Pierre Alkhoury
Production:
Ryan Gonsalves
Production:
Muhammad Umair
Production:
Inshad Usman
Production:
Aliza Siddiqi
Production:
Craig Fawcett
Production:
Mark Cruzem
Production:
Aurangzaib Zafar
Social Team Support:
Sonam Mahadev
Social Team Support:
Xeniya Tkachenko
Social Team Support:
Basma Abdou
Client:
Carla Klumpenaar
Client:
Amer Yaghi
Client:
Binita Chowdury

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