IKEA: Counting Sheep and Losing Sleep

IKEA, a home furnishing brand, launched a campaign in the UK to drive growth in bedrooms by reasserting itself as the expert in sleep.

Campaign details

Brand: IKEA: Counting Sheep & Losing SleepAgency: Mother London

Exec Summary

You know those nights when you're lying in bed thinking so much about needing to sleep that it keeps you awake instead?

This is a story about that.

Well, sort of.

It's also a story about a category so obsessed with selling sleep that it was actually stopping people sleeping.

A story about finding a sleep strategy for IKEA that wasn't about sleep, but about what happened the next day.

A story about how that not-about-sleep-strategy did a lot of good for IKEA and...

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