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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.