IKEA - "U up?" by ANDY Awards 2025
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IKEA - "U up?"
- Brand: IKEA
- Country: United States
- Advertiser: Inter IKEA Systems B.V.
| Title | U up? |
| Agency | Rethink |
| Campaign | U up? |
| Advertiser | Inter IKEA Systems B.V. |
| Brand | IKEA |
| Date of First Broadcast/Publication | 2024 / 6 |
| Business Sector | Department Stores, Supermarkets |
| Media Type | Case Study |
| Length | |
| AI Description | The ad by IKEA targets people who are awake at night by sending them direct messages when they can't sleep. It opens with a dark screen displaying the message, "IKEA wanted to reach people who couldn't sleep." The setting is minimalistic and focuses on the screen of a smartphone showing a DM from IKEA asking, "U up?" A chat ensues, where the recipient humorously expresses disbelief that it's really IKEA. IKEA then suggests a better mattress with a 15% discount link, offering a practical solution to sleeplessness. The campaign wraps with the message "That's it. That's the whole case video," emphasizing its simplicity and direct approach. |
| Art Director | Rachel LeBlanc |
| Art Director | Ryan Cookish |
| Associate Creative Director | Rachel LeBlanc |
| Associate Creative Director | Ryan Cookish |
| Chief Creative Officer | Mike Dubrick |
| Chief Creative Officer | Aaron Starkman |
| Chief Strategy Officer | Sean McDonald |
| Copywriter | Julie Day-Lebel |
| Creative Director | Karine Doucet |
| Group Creative Director | Robbie Percy |
| Group Creative Director | Caroline Friesen |
| Strategy Director | Emma Bayfield |
| Account Director | Tori Zenko |
| Account Supervisor | Rachel Rava |
| Account Supervisor | Queenie See |
| Country Marketing Communications Leader | Jacqueline Wark |
| Country Marketing Manager | Jonelle Ricketts |
| Group Account Director | Kiara Wilson |
| Head of Public Relations | Meredith Burns |
| Integrated Media Leader | Samantha Loosley |
| Integrated Media Manager | Agamemnon Spiridoulias |
| Integrated Social Media Leader | Ruby Rasaei |
| PR Account Director | Chenda McKissick |
| PR Account Director | Kristel Dupont |
| PR Coordinator | Christina Avril-Dieudonne |
| PR manager | Kaitlyn Vian |
| PR Specialist | Tara Lush Benson |
| PR Specialist | Claire Tam |
| Public Relations Leader | Alicia Carrol |
| Public Relations Specialist | Darcy Greaves |
| Senior Integrated Producer | Terri Winter |
| Studio Manager | Todd Bennett |
| Studio Artist | Todd Bennett |