WRONG BEDS

THE CHALLENGE

IKEA’s focus on sleep brings forth an observation: we’ve been sleeping on IKEA sofas, desks and armchairs since forever. Now, how can we make IKEA bedrooms 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 are absent; yet, this absence makes them shine.

THE RESULTS

Cresta Awards 2025 Bronze: Print & OOH | Best Ads on TV Top 6: Best print of the week April 6 2025 | The Stable News | Good Ads Matter | Mad Over Marketing