ASMR is this YouTube phenomenon in which people tap different items while whispering long, banal monologues about said objects. It’s supposed to make your brain “tingle”, young people love them because they help you relax, and most videos run 60+ minutes long with hundreds of thousands of views.
IKEA makes a lot of items that you can tap, with a lot of product benefits you can whisper about.
So we put the two together and made a 25-minute ASMR video dedicated to the many, many product benefits of IKEA’s Back To College range.
Concept, Art Director Intern, Hand Model
Creative Director: Della Mathew
Associate Creative Director: Holden Rasche & Ashley Veltra
Fellow Interns: Doh Lee, Danielle Gosda
Director: Geoff Levy
Full 25-minute video
When it came to Instagram, we used the trend #oddlysatisfying to our advantage with repetitive visuals and sounds.
2018 One Show
Bronze Innovation in Branded Entertainment
Merit Branded Entertainment Long Form Single
Merit Social Media Single