'The Nightclub' by IKEA champions sleep and recognizes that "the greatest nights are the ones spent in bed." Although nightlife and club scenes often encourage people to become deprived of sleep and distanced from their natural circadian rhythm, this ad from IKEA reframes sleep as the highlight of the night.
As part of a larger sleep-centered campaign, IKEA is sharing solutions for sleep and will be offering in-store activations and workshops that provide tailored advice for individuals.
In recent years, consumers have changed their tune about sleep, especially with the rise of health and wellness, by gaining an understanding of the vital role that rest plays in regenerating all systems of the body. Health-conscious consumers are now trading in "I'll sleep when I'm dead" attitudes for meditative apps, smart mattresses, weighted blankets, natural sleep supplements and more.