THE LATE-NIGHT DM TO IKEA

Creative idea

The idea was to hijack a trending brand message, in real time, to flip the narrative. When IKEA texted customers “u up?” to push mattresses and better sleep, we saw an opportunity to shift the conversation from bedtime… to staying up. We fired back with the same line, “u up?”, flipping their own message into a playful late-night challenge. By morning, IKEA responded: “how was your sleep?” Our reply? “Sleep? Nah… We were busy keeping people up. ” Because when you're the brand keeping things interesting after dark, being up is the point.

Brand name: DUREX
Advertiser / client: DUREX
Product / service: PERSONAL CARE
Campaign name: THE LATE-NIGHT DM TO IKEA
Agency network: MCCANN WORLDGROUP
Agency: MCCANN ATHENS
Additional company: McCann Worldgroup
Web address: https://www.instagram.com/p/DG2uIn0qEkH/?utm_source=ig_web_copy_link&igsh=ajBnMXJoY3Jsd3Fn
Chief creative officer: CATALIN DOBRE
Executive creative director: ALEKA PAPADIA
Creative director: PANOS PAGONIS
Art director: MICHALIS ALEXIOU, KONSTANTINOS TSAGKAKOS, VIVIAN KALOMOIRI
Copywriter: DESPINA KARAKOSTA, ELENI PERPERIDOU, HARA MOISIADOU
Account director (agency): GEORGE KESKILIDIS
Client account director: GEORGE TRIDIMAS
Managing director: HARRY PARIANOS
Agency producer: MANOLIS MATA
Additional company: CARMEN BISTRIAN, GLOBAL PRODUCT EXCELLENCE DIRECTOR ALICE REINDLOVA, CREATIVE EXCELLENCE MANAGER KATERINA STATHAKI, ACCOUNT EXECUTIVE TANIA ZERINOU, ACCOUNT DIRECTOR SPIROS RAPTIS, MOTION DESIGNER