“Autonomous Sensory Meridian Response (ASMR) is an experience characterized by a static-like or tingling sensation on the skin that typically begins on the scalp and moves down the back of the neck and upper spine.”
ASMR is a long-form video phenomenon on YouTube that uses soft whispering and caressing of objects to help people relax. Some people find it creepy. But a lot of people love it. So when IKEA wanted to help stressed-out college students with their new back to college line, ASMR seemed to be the perfect way to advertise for it.
This project was a labor of love. The budget was $0. Remind me to tell you about it.
Role: Group Creative Director
2018 One Show Bronze – Innovation in Branded Entertainment – IKEA/“Oddly IKEA”
2018 One Show Merit – Branded Entertainment Long Form – IKEA/“Oddly IKEA”
2018 One Show Merit – Social Media Single – IKEA/“Oddly IKEA”
2018 Caples Award Silver – Branded Content – IKEA/“Oddly IKEA”
2018 DMA Echo Awards Gold – Retail & Direct Sales – IKEA/“Oddly IKEA”
2018 DMA Echo Awards Bronze – Customer Acquisitions Campaigns – IKEA/“Oddly IKEA”
2018 DMA Echo Awards Bronze – Customer-Centric Campaigns – IKEA/“Oddly IKEA”
2018 DMA Echo Awards Shortlist – Best Use of Social Media – IKEA/“Oddly IKEA”
AdWeek
CNBC
Fast Company
BBC
Today Show
ASMR University
The Verge
The Drum
Design Taxi
PSFK
Digg
New York Post
Architectural Digest
ArkDes Museum
Surface Magazine