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Top 6: September 30th 2020
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 … read moreenergy 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.
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Credits
Other credits
Account Director: Lou de Keyzer
Production Director: Giedre Minotaite
Strategy: Scarlett Spence, Imogen Carter
Stylist: Amy Friend
Model making: Andy Knight Ltd
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