College students are some of the most stressed demographic. So for IKEA's Back to College campaign, we wanted to show students that their products can not only be helpful, but help them relax. We found ASMR, this YouTube phenomenon in which people tap different items while whispering long, banal monologues about said objects. It’s supposed to make your brain “tingle”, but they really just help you relax.
IKEA makes a lot of items that you can tap, with a lot of product benefits you can whisper about.
So we put the two together and made a 25-minute ASMR video dedicated to the many, many product benefits of IKEA’s Back To College range.
Role: Associate Creative Director
Creative Director: Della Mathew
Associate Creative Director: Holden Rasche
Interns: Doh Lee, Danielle Gosda
Director: Geoff Levy
Agency: Ogilvy
Case Study
Full 25 Minute Video
Oddly Satisfying
For Instagram, we capitalized on a similar, relaxing trend: “Oddly Satisfying.” Repetitive visuals and sound.
Awards
2018 One Show
Bronze Innovation in Branded Entertainment
2018 One Show
Merit Branded Entertainment Long Form Single
2018 One Show
Merit Social Media Single
Press
The ASMR community seemed to really like it. And people outside the ASMR community (which is just most people) also really liked it.
