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When Ikea got creative about sleep

The ads are designed by Mother London.

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Ikea, a global furniture and home furnishing brand, is promoting its sleep range products with clever print and outdoor campaign and positions itself as sleep expert.

Designed and conceptualised by Mother London, the ads focuses on the central theme of sleep and turn an energy drink, anti-ageing cream and vitamin pills into cool ads for the IKEA sleep range.

First ad showcases a bedsheet flowing out from an open energy drink can. The messed up sheet signifies liquid drink in the can which carries the message that ‘Sleep boosts our energy’. Second ad showcases, an eye cream jar with a quilt folded into it. The jar carries the message that ‘sleep is the most natural anti-ageing remedy.’ And the third ad showcases a medicine bottle from which pillows are flowing out and it carries the message that ‘Sleep naturally supplements focus and energy.’

These ads are part of a larger campaign ‘Tomorrow Starts Tonight’ that challenges sleep neglect by celebrating the truth that the more you sleep, the more you get out of life.

Read more news on Ikea

The new print campaign includes a trio of ads and was shot by photographer Amy Currell using large-scale models designed by Andy Knight.

A few weeks ago Ikea also launched a campaign where it reshared the tale of a tortoise and hare to talk about what we can achieve if we get a good night sleep.

Ikea is an iconic brand that is known for its products and its advertisng worldwide.

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