“Going into the shoot, we had no idea what we were going to capture,” said Rethink creative director Geoff Baillie. That uncertainty is what makes “ Sleep Talk Reviews ” such a refreshing campaign for Ikea Canada.

Instead of scripted testimonials, the team let sleep talkers do the reviewing—unfiltered, surreal, and often hilarious. It’s an idea that gives you butterflies before the shoot because it could be either brilliant or an epic fail.

Credit to Ikea’s Jonelle Ricketts for leaning into that risk. Her mantra, “Don’t be afraid to be bad at something new,” is stamped across the work. Vulnerability, trust, and curiosity created the space for an idea that feels both strange and human.

Of course, big ideas invite second-guessing. My question was, “Are sleep talkers restless, and doesn’

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