The ibis Sweet Bed™ is found in almost every ibis hotel. Its design required 8 months of work by 60 engineers from Accor’s research and development team. Everything about the ibis Sweet Bed™ has been designed, developed and tested to ensure an optimal sleep quality.
In June last year, BETC proved this by letting bunnies run free in an ibis London Blackfriars hotel room. All the agency did was to film what happened. The bunnies snuggled up together on the bed and went to sleep.
From now on, the ibis Sweet Bed™ will be sold in stores around the world. And this opens up for new possibilities: any place on earth can now potentially become the best place to sleep.
So BETC dreamed up a Bear Gryll’s-style challenge, the Ultimate Sleep challenge. A passionate adventurer will try to sleep in places where no one has ever been able to sleep.“This is the story of an extreme personality and a bed, but it’s not what you think. It’s the story of a dreamer and also of technology, it’s an unprecedented adventure in terms of production and also a beautiful story between ibis and the agency,” said Stéphane Xiberras, president and chief creative officer of BETC Paris.
And here is the story: Ultimate Sleep At The Devil’s Mountain
“A team of professional adventurers with backgrounds in exploring, documentary filming and extreme sports was assembled. Led by Aaron Chevernak and Gareth Jones, renowned for their adventurous expedition BRAZIL 9000, and followed by Hayley Edmonds, English journalist and documentary producer specialising in extreme sports, the expedition went through the Amazons, from Manaus to Brazil and up to the Mount Roraima in Venezuela.
“On the top of Mount Roraima, also known as The Devil’s Mountain, equipped with an ibis Sweet Bed™, just a few centimetres off the steep cliff and exposed to hard winds, Anton Chevernak accomplished his attempt to get the Ultimate Sleep.
The two-week expedition, the 900-kilometre travel, all the trials and difficulties on the way, and Aaron’s performance were filmed and turned into a 14-minute documentary. A 14-minute interactive web documentary in HTML5
The documentary is presented on an innovative platform: ibis-expedition.com, designed and built by BETC Digital in 11 languages for multi devices and developed in HTML5 and WebGL by We Are Anonymous (Pharell Williams Happy-website, FWA Site of the Year).
The documentary can be watched in one go or the user can chose navigate within it and access additional and interactive content.
Creative Credits:
Agency: BETC
Executive creative director: STEPHANE XIBERRAS
Creative directors: ANTOINE CHOQUE / ANNICK TEBOUL EXECUTIVE Producer: HUGO DIAZ
Art directors: JORDAN LEMARCHAND / SYLVAIN PARADIS / DAVID TAMAYO
Copywriters: JULIEN DESCHAMPS / GUILLAUME REBBOT
Digital project managers: SEBASTIEN BOUCQUEREL / ADRIEN MOUTARD
Production company: VICE
Digital studio: ANONYMOUS
