Creative collective for award-winning communication concepts.

(Selected projects)

  1. Ullstein
  2. Hyundai
  3. Hellström Gin
  4. Vodafone
  5. Sierra Tequila
  6. Keynote.app
  7. Back Market
  8. Audi
  9. Telekom
  10. Mercedes-Benz
  11. IKEA

iMessage us
mail us
+46 73-8244203

© smuts AB

(Intro)

We developed a creative concept for IKEA to advertise their wide range of sleep solutions for every sleep type. The execution is based on a simple but equally strong visual framework that’s at the core of the creative concept – using locations as metaphors for sleep preferences.

Even all these years later, we still love the ad.

We developed a creative concept for IKEA to advertise their wide range of sleep solutions for every sleep type.

The execution is builds on the solid core observation that everyone sleeps differently with a simple but equally strong visual framework that’s at the core of the creative concept – using locations as metaphors for sleep preferences.

The strong imagery made it easy to expand the TVC idea into the real world with a media- & platform-agnostic brand statement. A select handful of lucky winners got the chance to customise the IKEA bed of their dreams and to then experience it in person in a special setting that matched their sleep preferences.

Sleeping cool

The cool sleeper got to spend a night in the bed of their dreams on the Zugspitze, Germany’s highest mountain.

Sleeping warm

The warm sleeper spent a night on one of Sylt’s most beautiful and lonely beaches.

Sleeping soft

The soft sleeper spent a night deep in the Harz forest – one of Germany’s most beautiful pieces of untouched nature.

A campaign with some solid results

  • Bronze Effie
  • Shortlist in Cannes (PR)
  • Two Red Dot Awards
  • First prize at the New York Festivals
  • Campaign of the year at the Lead Awards
  • Gold medal at the AME awards.