Ikea compares its sleep products to energy drinks and face creams in clever outdoor push

Latest campaign by Mother takes aim at products that don't deliver the same benefits

Published On
Sep 23, 2020

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Ikea continues to promote itself as the purveyor of a good night's sleep in its latest U.K. campaign, this time with a series of  posters.

The outdoor work, via Mother, compares sleep to products such as anti-aging creams, energy drinks and vitamin supplements. It features Ikea bedding products such as miniature pillows and sheets, emerging from packaging for such products. The idea is to compare the benefits of a good night of slumber with products that promise a lot when it comes to health and energy but don't necessarily deliver. 

Photographer Amy Currell shot the visuals, which used arge-scale models designed by Andy Knight.

The outdoor work is part of a wider campaign that kicked off earlier this month with a TV spot that recreated the fable of the tortoise and the hare.