Kat | Ikea

Ikeas campaign is encouraging people to reappraise the role of sleep as it looks to position its bedroom furniture and bedding as the answer to sleepness nights. The campaign, created by Mother, aims to continue Ikea’s efforts to position itself as a sleep expert. Launching on TV it challenges the issue of neglecting sleep by celebrating the fact that the more you sleep, the more you get out of life.

We supplied Kat AKA 'The Hare' for the retelling of the story of the tortoise and the hare. It shows the hare walking back home through a city that is preparing for a big race the following day. in a modern take , the Hare becomes distracted by friends and video games awake well into the early hours where he falls asleep on the sofa. Contrastingly we see scenes of the tortoise waking up after a good night’s sleep, heading out in her running gear ready for the race, while the hare is still asleep.

Ikea UK and Ireland marketing communication manager Kemi Anthony says: “2020 has been a strange year and as we’ve all slowly adapted to the new normal, a lot of people have found that their sleep has been affected.

“Stress and anxiety can have a really damaging effect on sleep, which in turn impacts our waking life too. A good night’s sleep sets us up for a great next day, and the new integrated campaign aims to help people find ways to prioritise sleep. There really is a lot of truth in the notion that a brilliant day starts the night before.”