The impact of the Covid-19 pandemic on our sleep is one of the more well-documented side effects, with the scenario being described as a “perfect storm of sleep difficulties”. Ikea’s 2020 ad campaign, which emphasised the need of getting enough sleep, is thus suitable.
The first half of the campaign was introduced with a TV commercial that explained how a lack of sleep (and a big night out) impaired the hare’s ability to race the next day.
Mother of Miss Jones responded to the commercial with a series of clever and well-designed posters depicting energy drinks, anti-aging creams, and vitamin supplements – all of which are meant to mimic the effects of a good night’s sleep – filled with Ikea bedding that replicates the liquids, pills, and creams.
Amy Currell took the intriguing images, which featured large-scale models created by Andy Knight Ltd to contain the Ikea bedding.
Production company: The Miss Jones Agency
Photographer: Amy Currell
Stylist: Amy Friend
Modelmaking: Andy Knight Ltd
First appeared in Creative Review