IKEA Back to College

THE ODDLY SATISFYING WORLD OF ASMR.

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 is a prime example of how brands can toe the line between advertising and a cultural phenomenon. I have been getting inquiries about this project for many years after its launch. The BBC has interviewed me, and the work was featured at the Swedish Center for Architecture and Design.

This project was a labor of love. The budget was $0.

Role: Group Creative Director

RECOGNITION

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

2018 One Show Bronze – Innovation in Branded Entertainment
2018 One Show Merit – Branded Entertainment Long Form
2018 One Show Merit – Social Media Single
2018 Caples Award Silver – Branded Content
2018 DMA Echo Awards Gold – Retail & Direct Sales
2018 DMA Echo Awards Bronze – Customer Acquisitions Campaigns
2018 DMA Echo Awards Bronze – Customer-Centric Campaigns
2018 DMA Echo Awards Shortlist – Best Use of Social Media

The Soft Sell

WHISPERY ASMR VIDEOS FEATURING DORM MUST-HAVES—UNDERBED STORAGE, CHARGING LAMPS, COZY XL BEDDING. ODDLY SATISFYING. IMPOSSIBLE NOT TO CLICK “ADD TO CART”.