Bronze
Award
IKEA Sleep Talk Reviews
IKEA
Canada
2026
Share:
Salad...Bungee...Entrant Company
Rethink
Entry Type
Product/Service
Program
Clio Awards 2026
Medium Type
Professional
Medium
Audio
Category
Behavior Driven Messaging
To prove IKEA mattresses are genuinely comfortable, we invited real people to a two-day sleepover event inside a real IKEA store. We carefully wired the store displays for sound, surrounding each bed with a variety of microphones to record every detail of their sleep. Then, they started talking, and we captured every snore, mumble and incoherent word. We then turned these unfiltered, subconscious ramblings into a campaign of official mattress reviews consumers could trust. Because honesty works—even if it's total nonsense.
Executions
Salad
Behavior Driven Messaging
Bungee
Behavior Driven Messaging
Credits
Advertising Agency
Rethink
Toronto/Montreal/Vancouver
Advertiser / Brand
IKEA
Toronto
Advertising Agency
Rethink
Toronto/Montreal/Vancouver
Agency Network
Rethink
Toronto/Montreal/Vancouver/New York
Production Company
Ajax Creative
Toronto
Music/Sound Company
Vapor Music
Toronto
Media Agency
Carat
Toronto
Marketing Company
Wunderman Thompson
Toronto
Chief Creative Officer
Aaron Starkman
Rethink
Chief Creative Officer
Mike Dubrick
Rethink
Group Creative Director
Robbie Percy
Rethink
Group Creative Director
Caroline Friesen
Rethink
Group Creative Director / Art Director
Zachary Bautista
Rethink
Creative Director / Copywriter
Geoff Baillie
Rethink
Associate Creative Director / Copywriter
Justin Santelli
Rethink
Associate Creative Director / Copywriter
Jordan Darnbrough
Rethink
Associate Creative Director / Art Director
Nick Noh
Rethink
Art Director
Kennedy Choi
Rethink
Chief Strategy Officer
Sean McDonald
Rethink
Strategist
Julian Morgan
Rethink
Strategist
Emma Bayfield
Rethink
Group Account Director
Kiara Wilson
Rethink
Account Director
Tori Zenko
Rethink
Account Supervisor
Rachel Rava
Rethink
Account Manager
Queenie See
Rethink
Account Manager
Bhumika Baweja
Rethink
Copywriter
Julie Day-Lebel
Rethink
Senior Broadcast Producer
Mark Pan
Rethink
Broadcast Producer
Narissa Ward
Rethink
Senior Integrated Producer
Jenna Fullerton
Rethink
PR Account Director
Chenda McKissick
Rethink
PR Coordinator
Claire Tam
Rethink
Executive Producer
Jared Floyd
Ajax Creative
Executive Producer
Connie Dercho
Ajax Creative
Line Producer
Jordan Masterson
Ajax Creative
Director
Martin Marko
Director of Photography
Nick Pallone
Digital Imaging Technician
Alex Chin
VTR
Harley Watt
Script Supervisor
Stephanie Boyko
Sound Operator
Anthony Boire
Sound Assistant
Kabir Agarwal
Set Dresser
Jacob Barnett
Production Assistant
Abdul Ahad Abassi
Pickup/Relief PA
Keefe Jassoy
Camera Operator
Liam Van der Ploeg
2nd AC Shoot
Khushi Nayak
BTS
Jake Sherman
Colourist
Adam Kemp
Online Artist
Thais Viana Maranho
Rethink
Post Supervisor
Shannon Ing
Rethink
Editor
Leigh O’Neill
Rethink
Audio Creative Director
Dustin Anstey
Vapor Music
Producer
Kailee Nowosad
Vapor Music
Engineer
Julian Rudd
Vapor Music
Country Marketing Manager
Jonelle Ricketts
IKEA
Country Marketing Communications Leader
Jacqueline Wark
IKEA
Country Marketing Communications Specialist
Patrick Dennis
IKEA
Marketing Performance Leader
Carlo Franco
IKEA
Public Relations Leader
Alicia Caroll
IKEA
Integrated Media Leader
Samantha Loosley
IKEA
Integrated Media Manager
Agamemnon Spiridoulias
IKEA
Loyalty Leader
Musab Memon
IKEA
Customer Engagement and Loyalty Manager
De'ana Torresan
IKEA
Local/In-Store Marketing Specialist
Sushmitha Malali Ramesh
IKEA
In-Store Interior Design Manager
Christina Martinez
IKEA
In-Store Interior Design Leader
Jaycel Herring
IKEA
Strategy Director
McKenzie McCart
Wunderman Thompson
Account Director
Maryam Asad
Wunderman Thompson
Account Supervisor
Sanya Bharti
Wunderman Thompson
Account Executive
Maria Kotob
Wunderman Thompson
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by Christine Champagne
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