Unemme (Our Dream) - IKEA creates art from Finnish dreams.

  • Marketing campaign
  • Creative Direction
  • Art direction
  • Real-time graphics
  • Graphic design
  • www design
  • Direction
  • UI / UX
  • Unreal
  • Film

Sleep is a vital component of every person’s overall health and well-being. The goal of the campaign is to encourage Finns to sleep better and to pay attention to a sufficient amount and quality of sleep. A better everyday life starts with a good night’s sleep.

The concept for IKEA's sleeping campaign draws inspiration from the sleep of an individual and brings sleeping habits together as a collective experience by combining technology, data, real-time visualization and physical spaces. Unemme. is a unique real-time evolving digital artwork that reflects the way people sleep. A living, breathing multi-sensory dreamscape with different shapes, colors, textures, movement and music transforming and evolving real time based on the users feedback.

Real-time evolving dream visualization and soundscapes.

As an enabler of a better everyday life, IKEA encourages Finns to sleep more. One of the key drivers in the sleeping campaign is to attract people to participate in an experience that gathers data across Finland and allows people to see their sleep affect a collective and calming dream visualization in real-time together with calming sounds and music.

IKEA’s campaign site (ikea.fi/unemme) works as a main hub for the whole campaign. From there we’ll gather the data during the campaign, showcase the evolving real-time dream visualization, sleep information and the sleeping range products. The webpage also provides an opportunity to compare the amount of one’s sleep with the average amount of sleep in Finland or selected city.

The evolving visualization transforms the users sleep habit into dreamy visuals inspired by nature.

The abstract dreamscape was inspired by nature and its organic elements – an ever-changing flow of natural forms that feels soothing and meditative. This is strengthened much more by combining the visuals with the evocative music composed by Ville Hyvönen.

The evolving visualization transforms the users sleep habit into a slightly abstract structure that represents the users sleep rhythm. Real-time generated visualization changes according to the rhythm of actual time of the day: dawn, daylight, dusk and night. The artwork transforms it's shapes, colors, movement and behaviour based on the amount of data inserted by participants, in other words it is an generative entity of it's own which transforms constantly.

The style of the data structure draws inspiration heavily from the nature such as wind in the long grass, cloud formations, feathers, flora and movement of aerial landscapes.

From digital to physical experience.

The art work was also placed physically in urban places so people could experience the collective dream on their way to work in the morning and as a calming factor in the busy areas of the city.

Real-time evolving data dream sculptures are transformed from the IKEA campaign site to IKEA stores, physical locations and different digital media platforms.

The digital artwork is displayed in IKEA stores, Helsinki airport, the Helsinki Music Centre, IKEA.fi, social media channels, banners, emails, sms, youtube, radio channels, Finnish magazines and newspapers.

Real-time evolving music and soundscapes.

The nature inspired abstract dreamscape was strengthened by combining the visuals with the evocative music composed by Ville Hyvönen. Music plays an essential role in Unemme. in terms of creating a calming atmosphere that perfectly reflects the dream-like imagery.

The music also lives according to the users feedback and modifies according to the time of the day and data in real-time.

Production.

Client
IKEA
Country Marketing Manager: Anu Koskinen
Marketing Communication Manager: Johanna Vihonen
Content Specialist: Johanna Tirkkonen

20/20
Creative Director: Jyri Rapo
Art Director: Jenny Rinta-Kanto
Art Director UI/UX: Marina Veziko
Client Director: Mia Oksala
Copywriter: Liisa Paasio

Film
Director: Jyri Rapo
DOP: Anton Tevajärvi
Producer: Mia Oksala
Projection: SUN Effects

Real time graphics
ZOAN

Technical production
Evermade

Music and sound design
Composer: Ville Hyvönen

Campaign title, print & social media assets
Ryhmä Creative

Media Agency
Toinen PHD

See next work:

Loupedeck CT

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