To promote Ikeas sleep range, Mother London has created a clever visual poster campaign

, titled “Tomorrow starts tonight” that heralds the benefits of sleep over any of the other faddy things we turn to to make up for a lack of it – including energy drinks, expensive beauty creams, and supplements.

The series of mildly provocative posters will run in the U.K and Ireland.

The artwork was shot by photographer Amy Currell, who used large-scale models designed by Andy Knight Ltd and then stuffed in Ikea bedding. Earlier in the year Ikea in Russia found another clever way to present its range beyond traditional product shots. Agency Instinct created instructions for parents on how to make tents and forts indoors made from Ikea items in order to create a sense of adventure for children cooped up at home as a result of the Covid-19 pandemic. The “easy-to-follow” instructions showed how every day items like blankets, bedspreads, chairs and stools can be transformed into a new hideaway.

Client: Ikea U.K and Ireland
Strategy: Mother
Creative: Mother
Production company: The Miss Jones Agency
Photographer: Amy Currell
Stylist: Amy Friend
Model making: Andy Knight Ltd


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