Creative Director | Portfolio
Creative Director | Portfolio
1 in 4 Australians struggle to sleep. IKEA decided to help. We loaded a container ship with thousands of new sleep solutions and live-streamed all 336 hours of its journey from Stockholm to Sydney on a dedicated slow TV YouTube channel and podcast. Narrated by smoothly monotonous Swedes reading from the IKEA catalogue, the Sleep Ship helped solve Australia’s insomnia twice – once with the journey, and then with the products when they finally reached Australian stores.