Ikea is encouraging the nation to enjoy a better night's sleep by reclaiming the bedroom as a place of rest with a 'win at sleeping' integrated campaign. Ikea wants to help us “enjoy a better night’s sleep by reclaiming the bedroom as the place to rest, relax and sleep tight”. Various weary souls are seen preparing for bed in the manner of athletes getting ready for the fray, with nothing – not even pesky kids – standing between them and a good night’s sleep.