Ikea Singapore's 'Resten Bag', developed by The Secret Little Agency, clinched the Grand Prix at The Drum Awards for its unique design promoting rest amid busy lives. This campaign resonated with sleep-deprived Singaporeans, showcasing Ikea's dedication to well-being. Bursty received the President's Award for a viral campaign following athlete Nedd Brockmann's TikTok adventure, where he attempted to run 1,000 miles continuously, raising significant funds for homeless Australians while inspiring a nationwide movement. The awards highlight excellence in marketing within the APAC region, with upcoming global ceremonies scheduled for EMEA and Americas.
"Ikea Singapore's 'Resten Bag' campaign, aimed at promoting restful sleep amid a hectic lifestyle, received the Grand Prix for its innovative approach to comfort on the go."
"Bursty's campaign highlighted the inspirational story of Nedd Brockmann and his record-breaking TikTok livestream, demonstrating the impact of social media on real-world change and community support."
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