You snooze, you win. Rethink’s “Bedtime” campaign for IKEA Canada was named the Grand Effie winner at the virtual Canadian Effectiveness Summit on Thursday, beating out four other gold Effie winners for the top prize.

Rethink was also named Effie Independent Agency of the year for a performance that included a gold Effie for IKEA, as well as silvers for work on behalf of the Government of Ontario, IKEA and A&W, and bronze for WestJet, IKEA and Kraft Heinz Canada.

Cossette was named Effie Agency of the Year for a performance that included two gold Effies for SickKids Foundation, as well as a pair of silver Effies for McDonald’s and bronze Effies for SickKids Foundation and McDonald’s. SickKids Foundation was named Effie Brand of the Year.

Developed with Jungle Media, the “Bedtime” campaign consisted of a series of contextually relevant ads aimed at people up late watching YouTube videos. The ads noted the time people were watching and even referenced the type of video they were watching with lines like “More cat videos?” and “More football highlights?,” before telling them what time the nearest IKEA store opened so they could go and buy a new mattress.

“We’re in this to create the best work of our careers every day,” said Rethink managing partner Caleb Goodman in accepting the award. “This is our promise to our clients and Rethinkers.”

“We build trust with clients by speaking with candour and working towards a common goal,” added group account director Sarah Riedlinger.

The ICA also announced a new partnership with Peter Field, who has been dubbed “the godfather of effectiveness,” that will see the renowned researcher use Effie data to uncover what it called “uniquely Canadian” drivers of marketing effectiveness.