CHOOSE SLEEP

THE CHALLENGE

IKEA is devoted to creating a better everyday life for the many. But life can’t get better unless our sleeping habits do.

It was time to reintroduce IKEA not only as life experts, but also as sleep experts, bedroom organization experts, relaxing lights experts…

THE APPLEFALL MOMENT

We see sleep as a necessary evil stealing time from fun. But what about the times we were too tired to fight it?

Each time you choose—or surrender to—sleep, you prove it’s as good as anything you gave up for it. Make it worth it.

THE SOLUTION

“Choose sleep”.

The night is still young, but you’re in bed and tempted to doze off – until FOMO creeps in.

We flipped the narrative; if you choose sleep yourself, it becomes a good thing. And with IKEA’s Complete Sleep Collection, it’s even better.

THE RESULTS

NYF Bronze: Script/Copywriting | Cresta Awards 2025 Bronze: Moving Image Campaign (any length) “Italian Model” | Cresta Awards 3 shortlists: Radio campaign (2-6 commercials), TV or Cinema Commercial 31- 60 seconds “Italian model”, TV or Cinema Commercial 31- 60 seconds “Social life” | The One Show: 2nd Round | shots: Best of November 2024 | Best Ads on TV Top 6: Best TV of the week Nov. 27th 2024 | The Stable Standout