There are days when it feels like we spend most of our waking moments thinking about how much we’d like to be nestled safely in the amniotic sac of sleep. The thing is, though, sleep isn’t always as easy as it should be. The NHS believes that at least a third of us in the UK suffer from some form of sleeplessness.
Having noticed this -– presumably as a result of tired looking customers gazing longingly at their array of mattresses, home furniture giants Ikea has asked agency Mother to oversee a new campaign which encourages “people to reappraise the night and value their sleeping life as much as their waking life by helping the nation to sleep better and for longer.”
Ikea has enlisted Dr. Guy Meadows, co-founder of The Sleep School to aid with the Ikea Sleep Hub, a new online resource that the Swedish retailer says is “designed to help people get a better night’s sleep,” as well as offering consumers a means of immediately accessing the products which will make that dream a sleepy reality.
A TV advert, which is set to run from today (16 January) in the UK, features kebabs, cereal, non-alcoholic calming herbal teas, neon signs, bed-filled dancefloors, and a balcony-hopping, confetti-friendly sheep.
On the new campaign, Ikea’s marketing manager Laurent Tiersen says: “The pressures of modern living place great focus on our waking lives, but we often neglect the importance of a good night’s sleep – a lack of which can fundamentally impact our daily lives both physically and emotionally. The aim of this new campaign is to change how we prioritise the importance of getting a good night’s rest in an effort to get people to really understand that Tonight is to Sleep.”
- Meji Alabi on discovering his roots through film and music
- Stoic black cats and burning worlds: Quentin Dufour on his chaotic illustrations
- Jiří Makovec’s photographs meander between the personal and the universal
- In photographing the American west, Andong Zheng uncovers hidden traces of Chinese history
- Meet Universal Thirst, the Bangalore and Reykjavik-based foundry offering a dual perspective on type
- Manchester Girls, the new series from Dean Davies, is a visual homage to the women of the north
- Facebook rebrands to distinguish the company from the app
- Jack Kenyon photographs the wondrous spectacle of the Supreme Cat Show
- &Walsh designs Zooba's identity inspired by the busy streets of Cairo
- A book chronicling tiny, bizarre treasures curated by Wes Anderson and Juman Malouf
- Find hidden squares and experimental inktraps in Fatih Hardal's FH Giselle
- Pentagram’s Giorgia Lupi on her data-driven designs for & Other Stories