FLOWERS

THE CHALLENGE

IKEA’s focus on sleep brings forth an observation: we’ve been sleeping on IKEA since forever. But how can we make IKEA bedrooms, the true stars of rest, stand out?

THE APPLEFALL MOMENT

If you’re so sleepy you could sleep anywhere, even on an IKEA desk… perhaps you’re closer to the solution than you think.

Connect the dots and see, the solution is indeed made by IKEA.

THE SOLUTION

Heavy feels the head that doesn’t sleep on an IKEA bed. So heavy, that it could sleep on any other IKEA piece.

In this series of ads, beds and mattresses (the true stars of the show) are absent; yet, it’s this absence that makes them shine.

THE RESULTS