WE were too busy keeping people up.
Description
When IKEA launched their clever late-night campaign, texting customers “u up?” and offering discounts on mattresses to those who responded, we saw the perfect opportunity to remind everyone that sometimes being “up” is a good thing—especially when it comes to keeping things interesting.
Right as IKEA sent their message, we playfully flipped it back on them, replying with “u up?” ourselves. The next morning, IKEA responded with “how was your sleep?”—and, of course, we couldn’t resist having the last word. Our response? “Sleep? Nah… We were busy keeping people up. 😉”
This professional campaign titled 'Durex’s Playful Clapback to IKEA' was published in Greece in February, 2025. It was created for the brands: Durex and Reckitt, by ad agency: McCann Worldgroup Greece. This Digital medium campaign is related to the Health and Pharmaceutical industries and contains 1 media asset. It was submitted 17 days ago.
Credits
Advertising Agency : McCann Worldgroup Athens
Executive Creative Director: Aleka Papadia
Creative Director: Panos Pagonis
Art Director: Michalis Alexiou, Vivian Kalomoiri, Konstantinos Tsagkakos
Copywriter: Hara Moysiadou, Eleni Perperidou, Despina Karakosta
Head of Account: George Tridimas
Group Account Director: George Keskilidis
Account Director: Tania Zerinou
Account Manager: Katerina Stathaki
