A glorious exploration of an age-old dilemma – sleep or party, build up your career, keep locked into that irresistible scrolling…

Creative agency, The Newtons Laboratory, and IKEA Greece have added gentle humour to the clarion call of sleep in three stories, where sleep prevails oh-so-naturally as the best thing you could be doing at night. Better than marrying a model, better than staying popular, better than getting a promotion.

This is the idea behind them:

Oh, how glorious sleep is. And by “glorious” we mean “misunderstood”.

When you’re getting ready to party, or scrolling to your heart’s content, or building up your career, you see sleep as a necessary evil.

Don’t even think about doing those things sitting in your bed.

Seriously. Stay. Away. From your bed.
Or you risk falling prey to sleep’s sweet embrace.

But is it that bad though?

If you do fall asleep, you’ve actually made a decision. You chose sleep over the things that seem to matter the most, but they don’t. So perhaps, sleep is better than them after all.

Our bodies know this, and it’s time for our minds to get the message:

The era of FOMO is over. Get ready for the JOMO (Joy Of Missing Out) of a good night’s sleep.

Credits
Client: IKEA Greece
Advertising Agency: The Newtons Laboratory
Creative Director: Giannis Sorotos
Copywriter: Dionysia Lampadariou
Art Director Markella Plianthou
Client Service: Dimitris Belecos, Elissavet Athanassiadi
Production Company: Picky Productions
Director: Thanos Mitsios
DoP: Giannis Georgiou
Editor: Andreas Giannakopoulos
Sound & Music: Bounce

The campaign is a very different take on IKEA’s global sleep push that began last year. Here is Mother London’s: