The reason I have decided to do a further research into this campaign is because we want to use it as reference for our project. I think it's different and unique and also because it actually hasn't been done in this way before, which is quite new, but not really, as things are no longer original.
I got motivated from Brian - he showed us how they used the reference of the song Draft Punk - Da Funk and how they made the campaign Swift Covers campaign.
What is it?
Laurent Tiersen, Ikea UK and Ireland marketing manager, said, "The pressures of modern living place great focus on our waking lives, but we often neglect time 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."
Why they've done it?
"Following research that 63% of people feel unhappy with the amount of sleep they get, Ikea has made it their mission to awaken people to the value of sleep."
Why it works?
Personally, I think it works because of their reference. They reference the counting sheep to be able to go to sleep and turning the kebab into toasters and giving cheerios out instead of kebab. Everything is well though through, from the lights, to the outfits and everything else around it. They almost like took the whole idea of a night out and flipped it the other way around, instead of putting makeup on in the bathroom, you take it off. Instead of drinking alcohol, you drink herbal calming tea. The only thing they have changed is the location, they are using a club instead of a bedroom.
How they extended the campaign further?
"As part of 'The Ikea Sleep Hub', Ikea has organised a series of in-store workshops and events that focus on the insight that sleep is a truly individual experience entirely unique to a person."
Some of the teams
Creative Agency - Mother
Production company - MJZ
Director - Juan Cabral
DOP - Tom Townend
Producer - Alicia Richards
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