A new campaign from IKEA Canada shows that the best way to articulate a good night’s rest doesn’t necessarily need to be intelligible.

In its latest collaboration with creative agency Rethink, the home retailer invited a number of self-identified sleep-talkers to spend the night at its North York Toronto location to capture their unvarnished, unconscious testimonials about IKEA mattresses.

The idea is that the garbled, deep-sleep reactions – like “wheresh de bungee,” “I want forgive the dolphin” and “huhhhshtay that’s nice” – exemplify just how deep into rest and cozy one can get on their Åkrehamn and Vågstranda products.

“At IKEA, we’re always exploring creative ways to connect Canadians with affordable everyday solutions that help them to get a good night’s rest and improve their overall life at home,” Jonelle Ricketts, head of marketing at IKEA Canada, said in a news release. “With ‘Sleep Talk Reviews,’ we captured real, unscripted moments to show – quite literally – how comfortable our mattresses are.”

The work is IKEA Canada’s latest foray into the sleep category after the March launch of the “Sleepless Lamp,” an advocacy product created to bring awareness to the issue of sleep poverty, and the “U up?” social stunt, which saw the retailer send hundreds of direct messages about sleep-product discounts to consumers who were awake and scrolling Instagram between 10 p.m. and 5 a.m on Feb. 14. IKEA Canada was awarded two Golds, a Silver and a Bronze for “U up?” at Cannes last month.

For “Sleep Talk Reviews,” Rethink and IKEA put sleep talkers to bed in in-store display rooms equipped with hidden cameras and microphones to capture their reactions. More than 90 hours of footage and audio were condensed into 60- and 30-second videos for the campaign, which includes OLV, radio, Spotify, organic social media and an OOH activation at IKEA’s downtown Toronto location. Carat handled media planning and Wunderman Thompson worked on loyalty and customer relationship management.

“Going into the shoot, we had no idea what we were going to capture,” Geoff Bailie, group creative director at Rethink, said in the release. “But, in the end, it was that authenticity of the real sleep talkers that helped this campaign come to life in an interesting and insightful way.”