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IKEA Won’t Wake The Baby Ads

Work / IKEA / 2020 / Digital + Social

Parents use white noise playlists on Spotify to help their baby sleep, so the last thing they want to hear is a loud ad. So we made quiet, shushy ads that wouldn’t wake the baby. And for parents who were still awake we had some gently whispered offers that would help them get back to sleep. Because IKEA cares about sleep.