IKEA’s wit rises above the usual in furniture advertising again, this time in a campaign by The Newtons Laboratory for IKEA Greece. The campaign features people who have fallen asleep – on IKEA furniture. It advises them “If you’re going to sleep on IKEA, choose our beds”…
…while subtly highlighting key IKEA items.
The OOH and social campaign was inspired by real-life struggles of sleep-deprived dreamers, suggesting humorously that IKEA furniture looks comfortably inviting but noting that its beds and mattresses are actually designed for great, uninterrupted rest.
Credits
Client: IKEA Greece
Advertising Agency: The Newtons Laboratory
Creative Director: Giannis Sorotos
Copywriter: Dionysia Lampadariou
Art Directors: Markella Plianthou, Panos Nouveloglou
Photographer: Vasilios Michail
