IKEA
IKEA Sleep Talk Reviews
Real people. Real sleep. Real reviews. Canadians spent the night inside IKEA Toronto, filmed through the night. Whatever they said in their sleep became the mattress reviews. Strategy Marketing Awards: Best of Show · 3× Gold · Silver · Merit — The Andys: Grandy Winner — The One Show: 3× Silver Pencil — ADC: Bronze Cube — Clio: Bronze
Real sleep reviews. No filter.
Press
Sleep Talk Reviews — Case Study
Project Photos
Credits
Year2025
CategoryLiving
AgencyRethink
Chief Creative OfficerAaron Starkman, Mike Dubrick
Group Creative DirectorRobbie Percy, Caroline Friesen
GCD — CopywriterGeoff Baillie
GCD — Art DirectorZachary Bautista
ACD — CopywriterJustin Santelli, Jordan Darnborough
ACD — Art DirectorNick Noh
CopywriterJordan Darnborough, Justin Santelli, Geoff Baillie, Julie Day-Lebel
Art DirectorNick Noh, Zachary Bautista, Kennedy Choi
Chief Strategy OfficerSean McDonald
Head of StrategyJulian Morgan
Strategy DirectorEmma Bayfield
Group Account DirectorKiara Wilson
Account DirectorTori Zenko
Account SupervisorRachel Rava, Queenie See
Account ManagerBhumika Baweja
Senior Broadcast ProducerMark Pan
Broadcast ProducerNarissa Ward
Senior Integrated ProducerJenna Fullerton
PR Account DirectorChenda McKissick
PR SpecialistClaire Tam
ProductionAjax Creative
Executive ProducerJared Floyd, Connie Dercho
Line ProducerJordan Masterson
DirectorMartin Marko
Director of PhotographyNick Pallone
Camera OperatorLiam Van der Ploeg
2nd ACKhushi Nayak
DITAlex Chin
VTR / PlaybackHarley Watt
Script SupervisorStephanie Boyko
SoundAnthony Boire
Sound AssistKabir Agarwal
Set DresserJacob Barnett
Production AssistantAbdul Ahad Abassi
Production AssistantKeefe Jassoy
BTSJake Sherman
Post-ProductionRethink R&D
EditorLeigh O'Neill
ColouristAdam Kemp
Online ArtistThais Viana Maranho
Post ProducerShannon Ing
AudioVapor
Creative DirectorDustin Anstey
EngineerJulian Rudd
ProducerKailee Nowosad
ClientIKEA Canada
Country Marketing ManagerJonelle Ricketts
Marketing Comms. LeaderJacqueline Wark
Marketing Comms. SpecialistPatrick Dennis
Marketing Performance LeaderCarlo Franco
PR LeaderAlicia Caroll
Integrated Media LeaderSamantha Loosley
Integrated Media ManagerAgamemnon Spiridoulias
Loyalty LeaderMusab Memon
Customer Engagement & LoyaltyDe'ana Torresan
In-Store Marketing SpecialistSushmitha Malali Ramesh
Interior Design ManagerChristina Martinez
Interior Design LeaderJaycel Herring
Media PlanningCarat
Loyalty & CRMWunderman Thompson
Strategy DirectorMcKenzie McCart
Account DirectorMaryam Asad
Account SupervisorSanya Bharti
Account ExecutiveMaria Kotob