IKEA Delivers Surprising Sleep Benefits by Disguising Reliable Bedding as Body Supplements

In a series of provocative print ads, IKEA highlights the surprising benefits sleep has by comparing it to fad products that promise the same result but rarely deliver, including energy drinks, anti-ageing creams and vitamin supplements.

The striking visuals were shot in camera by photographer Amy Currell, using large-scale models designed by Andy Knight Ltd to house the IKEA bedding.

The second instalment of IKEA's 'Tomorrow Starts Tonight' campaign, which continues to position IKEA as sleep experts, will appear in press and OOH across the UK and Ireland from 22nd September. It challenges sleep neglect by celebrating the truth that the more you sleep, the more you get out of life.