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...