IKEA: Tomorrow Starts Tonight

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 installment of IKEA’s ‘Tomorrow Starts Tonight’ campaign, which continues to position IKEA as sleep experts, will appear in press and OOH across the U.K. 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.

Credits
Advertised brand: IKEA
Campaign: Tomorrow Starts Tonight
Media: OOH/Press
Advertising Agency: Vitamin Supplements
Executive Creative Directors: Ana Balarin, Hermeti Balarin
Creative Directors: Thom Whitaker, Danielle Outhwaite-Noel
Art Director: Anthony Montagne, Oli Rimoldi
Copywriter: Anthony Montagne, Oli Rimoldi
Designer/Typographer: Gina Balfe
Producer: Bertie Gulliver
Account Director: Lou de Keyzer
Production Director: Giedre Minotaite
Strategy: Scarlett Spence, Imogen Carter
Production Company: The Miss Jones Agency
Photographer: Amy Currell
Stylist: Amy Friend
Model making: Andy Knight Ltd

This campaign is about:
Print, Advertising, Creative, Fun, Furniture, IKEA Advertisement