Two weeks ago, Rethink and IKEA, dove into Canadians DMs with the message, “u up?” If they were they received a free mattress. The wonderfully brash campaign has apparently got McCann Worldgroup Athens and Durex excited. Someone there saw the potential to grab attention in a play on “up”.
So the partners seized the moment to reply to IKEA with their own “u up” message. And when IKEA responded next morning with , “How was your sleep?”, Durex answered wittily, ““Sleep? Nah… We were busy keeping people up.”
Here’s where the fun began:
