Ikea continues its quest to become the means to a valuable night’s sleep, this time in a series of striking print ads by Mother London.
How nice to see the “traditional rules” of great print advertising picked up again. How nice to see the power of print in action again.
The three ads, which form the second instalment of Ikea’s Tomorrow Starts Tonight campaign, which challenges sleep neglect by celebrating the truth that the more you sleep, the more you get out of life. Each ad uses an arresting visual fusion to compare sleep to fad products that promise the same results. The images were shot in-camera by photographer, Amy Currell, using large-scale models designed by Andy Knight Ltd to house the Ikea bedding.
The ads launched in press and OOH across the UK and Ireland on September 22.
Strategy & Creative: Mother London
Production Company: The Miss Jones Agency
Photographer: Amy Currell
Stylist: Amy Friend
Model Making: Andy Knight Ltd