Ikea enhances its sleep marketing campaign with a collection of eye-catching posters
The posters follow the brand's latest ad, which continued the classic tale of the turtle and rabbit, and carry on its message of the value of a good night's sleep
One of the more documented side effects of the Covid-19 pandemic is the impact it has on our sleep. The situation is known as the “perfect storm of sleep problems”. So Ikea's new advertising campaign, which focuses on the benefits of a good night's sleep, is not in time.
The brand kicked off the first part of the campaign earlier this month with a TV commercial detailing how a lack of sleep (and a big night on the town) affected the rabbit's ability to race the next day .
Mama has now followed suit with a series of clever and elegantly designed posters featuring products like energy drinks, antiaging creams, and vitamin supplements, all designed to mimic the effects of a good night's sleep and filled with Ikea bedding replicating the Liquids, pills and creams.
The eye-catching images were captured by photographer Amy Currell using large format models designed by Andy Knight Ltd to house the Ikea bedding.
It's been a tough week for billboards, with the Ikea work after Uncommon released a number of equally impressive visuals for B&Q. Both campaigns show the power that good, old-fashioned poster can have if it's well designed, especially if it's also shared on social media.
Credits:
Creative: mother
Production company: The Miss Jones Agency
Photographer: Amy Currell
Stylist: Amy Friend
Model making: Andy Knight Ltd.
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