Ikea has made its most useful product yet. It’s a print ad. It’s by Memac Ogilvy and it helps you to get a good night’s sleep. The idea is to show that ““Everything about Sömnig [Ikea’s sleep range] is designed to help you sleep better.”

The ad is the back cover of a magazine. You tear it off and open its stand so that it will be upright by your bed. The ad then begins emitting a white noise frequency which facilitates sleep. The ad is also printed with lavender-infused ink and contains a lavender port, because the essential oil promotes relaxation and quality sleep. The white noise sound waves help the volatile oil to disperse.

Credits

Agency: Memac Ogilvy
Creative group head & art director: Gary Rolf
Copywriter: Rohit Venkatesh
Account management: Tarek Shawki, Ami Popat & Mahmoud Hassan
Production team: Tarek Bawab, Pierre Alkhoury, Ryan Gonsalves, Muhammad Umair, Inshad Usman,Aliza Siddiqi, Craig Fawcett, Mark Cruzem & Aurangzaib Zafar
Social media management: Sonam Mahadev, Xeniya Tkachenko & Basma Abdou

Client: Ikea

Client management: Carla Klumpenaar, Amer Yaghi & Binita Chowdury