Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.

Keynotes.org Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

IKEA's The Nightclub Celebrates Sleep-Filled Nights Over the Club Scene

 - Feb 26, 2019
References: ikea & prexamples
'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.