ADVERTISING CAMPAIGN 2026
IKEA
An integrated campaign positioning IKEA beds and mattresses as so comfortable, you won’t even need to count sheep.
Sleep comes easy.
01 - THE INSIGHT
Young adults spend all day surrounded by stimulation and struggle to mentally switch off at night. Between scrolling, notifications, work and study, getting into bed doesn’t always mean their minds are ready for sleep. When your mind won’t switch off, you start looking for ways to make yourself fall asleep.
02 - THE BRIEF
Create a brand-building campaign for IKEA’s beds and mattresses that keeps the range top-of-mind with the target audience (young adults aged 18-25), while communicating comfort, escapism and IKEA’s accessible approach to design.
03 - THE IDEA
Counting sheep, made redundant.
Counting sheep is universally associated with struggling to fall asleep. The campaign flips the familiar idea: IKEA beds are so comfortable that the sheep become unnecessary. Across each execution, the sheep are interrupted, abandoned, or left waiting, allowing the audience to understand the idea visually rather than simply being told.
04 - THE CAMPAIGN
MAGAZINE
BILLBOARD
05 - WHY IT WORKS
The campaign transforms a universally recognised sleep ritual into a simple visual metaphor for IKEA’s comfort. Sheep create consistency across each execution, while variations in their behaviour keep the idea engaging across formats. Showing the bed selectively maintains the product connection without relying on traditional product-led advertising.