Cannes Lions

IKEA 'Tomorrow Starts Tonight'

MOTHER, London / IKEA / 2021

Awards:

4 Shortlisted Cannes Lions
Digital Proof JPG
Digital Proof JPG
Digital Proof JPG
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Overview

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Credits

Overview

Execution

By visually playing with tropes from the beauty, sport and wellness categories, we present sleep as products, which often promise the same benefits that sleep itself provides. Each execution highlights a surprising benefit of sleep, by comparing it to a fad product that promises the same results but rarely delivers.

We created large scale models of an energy drink can, a pot of anti-ageing cream and a vitamin supplement bottle, which were used to house IKEA bedding. The bedsheet, duvet and pillows were cleverly placed within the packaging vessel, to represent the products within, as a visual representation of the underestimated power of sleep.

The model builds were shot in-camera as still-lifes and presented as striking posters, at first glance appearing like ads for the products we are parodying. It’s only on closer inspection that the viewer realises that there is a much simpler solution to these benefits: sleep itself.

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