thjnk and INITIALWERK present: the IKEA SchlafGut (SleepWell) experience.

Sleeping in your own bed in a very special place is a something most people have wished for at some point. IKEA Germany, the Hamburg branch of the thjnk agency group and INITIALWERK GmbH in Düsseldorf have now made that dream come true. With the motto “„Und wie schläfst du? 4 Betten. 4 Orte. Eine Nacht im Freien. Dein IKEA SchlafGut-Erlebnis“ (“And how do you sleep? Four places. Four beds. One night in the open. Your IKEA SleepWell experience”), the idea illustrated in the new TV commercial – landscapes that reflect different sleeping needs – was brought to life.

IKEA.de, IKEA’s social media channels and the IKEA FAMILY Newsletter were used to cast a total of four winners who would take along a companion and spend their night of nights in a secret location: deep underground, in the middle of a forest, in the icy cold or alone together on a beach. Here they dreamed the night away in their very own perfect bed, which each winner had previously selected during a personal bed and mattress consultation at IKEA in Hamburg Schnelsen.

“We gave these people the opportunity to experience the unique nature of IKEA beds in an offbeat setting – naturally matched to their very own sleeping needs,” said Bettina Olf, Executive Creative Director at thjnk Hamburg.

The entire campaign is supported by TV, cinema, print, digital out-of-home, radio, online and social media measures. The agency GGH Lowe is responsible for the landing page and the flanking online measures. Razorfish is handling the social media activities. The films were produced by CFS.

The SchlafGut (Sleep Well) experience “Hard”

The SchlafGut (Sleep Well) experience “Soft”

The SchlafGut (Sleep Well) experience “Warm”

The SchlafGut (Sleep Well) experience “Cool”

Responsible on the client side:

Head of Marketing: Heiko Klauer

Online & Digital Manager: Christian Möhring

Head of Advertising: Nina Kirschke

Project Manager: Julia Dvorak

Project Manager Social Media: Nica Söderlund

Project Manager Online: Anna Klein

Project Manager Local: Helen Stark

Project Manager Media: Sabine Kubicek , Tobias Vogler

Responsible on the agency side:

Executive Creative Director: Bettina Olf

Creative Art Senior: Maren Wiegmann

Creative Art: Bernhard Hörlberger

Creative Art Junior: Sebastian Körner

Creative Copy Senior: Anna Lichnog

Creative Copy: Alexandra Beck

Strategist: Stephan Friedrich

Account Director: Verena Harwege, Kim Sperling

Account Manager: Ann-Kathrin Dobro

Online: GGH Lowe

Head of Creation: Matthias Müller

Creative Art: Katrin Moos

Creative Copy: Mirka Degen

Concept: Evi Graner

Account Director: Veronika Schuler

Senior Account Manager: Eva Sieweke

Junior Account Manager: Miriam Rehbein

Social Media: Razorfish

Account Director: Eva Langhans

Senior Project Manager: Ines Seitz

Responsible on the production side:

Live communication: INITIALWERK

Managing Director: André Rasel, Lars Hoffmeister 

Consulting and Conception: Lars Hoffmeister

Project Management: Eva Neumann, Alexandra Schulte


Film produkcion: CFS Krug

Director: Mirco Seyfer
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Camera: Christian Milde, Mirco Seyfert

Post production: STEELCUTZ

Editors: Charlotte Bruch, Lars Kämpgen