Sleep easy

UK – Ikea has launched a new campaign that aims to help consumers to get a better night’s sleep.

• Win at Sleeping is a response to the digital distractions that consumers face on a daily basis
• The film asks viewers to consider making small changes to their bedtime routine to ensure they are well rested

The campaign is designed to inspire consumers to reclaim the bedroom as a place for rest, relaxation and sleep.

The short films follows a selection of people as they undertake a variety of bedtime rituals that are similar in look and feel to those performed by athletes before a competition.

‘Twenty-first-century living brings with it increasingly busy lives and a multitude of digital distractions that often leave us feeling tired, run down and unproductive,’ says Laurent Tiersen, country marketing manager, Ikea UK and Ireland. ‘All of us need to raise our game and ensure we rest properly so we can start each new day feeling fresh.’

The ad was created by Mother London and will be rolled out across tv, press, cinema, digital and outdoor channels.