IKEA Sleep: Italian Model

How glorious sleep is. And by “glorious” we mean “misunderstood”.

In our FOMO culture, we think that sleep cuts our nights short and limits all the fun. We see it as a necessary evil.

But is it that bad?

When you do doze off, you choose sleep over the things that seem to matter… but they don’t. Sleep wins over FOMO, so maybe it is pretty good itself.

In its latest campaign, IKEA Greece gets the point across. Three stories where sleep prevails oh-so-naturally as the best thing you could be doing at night. Better than marrying a model, better than staying popular, better than getting a promotion.