We live in a time when Netflix sees sleep as its biggest competitor, that’s cooked. Sleep is a basic human need, but in the attention economy, where you can cash in bigly by dominating eyeballs, everything is engineered to keep you awake.
IKEA mattresses are ENGINEERED to keep you asleep. leading us to the central thought behind IKEA’s latest campaign… The world doesn’t want you to sleep, but IKEA mattresses do.
We turned IKEA mattresses into sentient wrecking balls designed to take out as many distractions as possible so people can focus on getting to bed on a comfy mattress instead of staying awake absorbing needless brainrot.
Dancing influencers, thirst traps and hustle bros are taken out in a set of films designed to trick you into getting hooked before wiping away the distraction. When the world is trying to keep you awake, you can be sure there will be an IKEA mattress somewhere fighting hard to help you sleep.
And there is more to come from this campaign…
Find out more on Mother London.