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thjnk Hamburg
Content, Event, Film, Social Media

We all have different sleep needs. No one knows that better than IKEA, Germany’s partner for a good night’s sleep. We set out to broadcast this message to the world as a cross-media brand statement. By bringing the brand to life. And we kept our promise.

We put out a major casting call and gave the four winners an exhilarating night outdoors in an IKEA bed. The locations – underground, in the forest, in the freezing cold on Zugspitze mountain and at the beach – reflected various types of sleeper. Posting the content on social media made the event into a happening for all IKEA fans.

“The best night of my life – sorry, boys!”

Estibaliz, winner of the IKEA SleepWell experience