Wrong Beds

Creative idea

In a culture driven by FOMO, sleep is seen as a waste of time, leaving people so sleep-deprived they could pass out anywhere. IKEA leaned into this irony with an ad campaign targeting these exhausted individuals. The ads highlight people attempting to sleep on various IKEA products instead of actual beds. By humorously calling out their tiredness, we told them they are so, so close to the solution: “If you are so tired you could sleep on any IKEA piece, what you truly need is one of our beds.”

Brand name: IKEA Greece
Advertiser / client: IKEA Greece
Product / service: IKEA Greece
Campaign name: Wrong Beds
Agency network: INDEPENDENT AGENCY
Agency: The Newtons Laboratory
Chief creative officer: Andreas Grigoriadis
Creative director: Giannis Sorotos
Art director: Markella Plianthou, Panos Nouveloglou
Copywriter: Dionysia Lampadariou
Account director (agency): Elisavet Athanasiadi
Client account director: Dimitris Belekos
Additional company: Photographer - Vassilis Mihail