IKEA Neasden

ABOUT


Britons have been sleeping fewer hours per night, with more than a third of the population saying they don’t get enough sleep. IKEA wanted to remind the nation that the more you sleep, the more you get out of life, positioning the Swedish furniture brand as sleep experts.
In a series of provocative print ads, IKEA highlights the surprising benefits of sleep, by comparing it to fad products that promise the same result but rarely deliver, including energy drinks, anti-ageing creams and vitamin-supplements. The striking visuals were shot in-camera by photographer Amy Currell, using large-scale models designed by Andy Knight, to house the IKEA bedding.

MADEIT CREDITS

  • Amy CurrellPhotographer
  • Amy FriendStylist
  • Ana BalarinExecutive Creative Directors
  • Andy KnightModel making
  • Andy KnightModel making
  • Anthony MontagneArt Director
  • Anthony Montagne Art Director
  • Danielle Outhwaite-NoelCreative Directors
  • Giedre MiniotaiteProduction Director
  • Giedre MiniotaiteProduction Director
  • Gina BalfeDesigner/Typographer
  • Gina BalfeDesigner/Typographer
  • Hermeti BalarinExecutive Creative Directors
  • Imogen CarterStrategy
  • Imogen CarterStrategy
  • Lou de KeyzerAccount Director
  • Lou de KeyzerAccount Director
  • Oli RimoldiArt Director
  • Oli RimoldiArt Director
  • Scarlett SpenceStrategy
  • Scarlett SpenceStrategy
  • The Miss JonesProduction Company
  • * Mother
  • * Bertie GulliverProducer
  • * Thom WhitakerCreative Director
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