Campaign details

Brand: Behr
Agency: ICF Next

The Situation

Autonomous Sensory Meridian Response (ASMR), a calming sensation derived from certain sights and sounds, is one of the biggest and weirdest online wellness trends anywhere.

Originally invented in 2010 and boosted by subsequent improvements in audio technology, ASMR has gained significant traction in recent years, as its resulting "tingles" have been frequently cited as de-stressing and mood-boosting, even addicting.

By mid-2018, the trend had already inspired 5.2 million Instagram mentions and more than 13 million YouTube videos.

The Idea