Nothing makes you feel more awake than
a good night’s sleep.

We’ve all been there: one night on a bad mattress, and restful sleep becomes a distant dream. Without proper rest, the next day feels like an uphill battle. Many try to soldier through with endless cups of coffee, but there’s a smarter solution – a high-quality spring mattress from IKEA that delivers premium comfort at an affordable price.

To bring this message to life, we went beyond the usual packshot and price tag our target audience has seen countless times. Instead, we creatively arranged coffee rings to resemble the core of a spring mattress. By doing so, the problem visually leads to the solution, emphasizing the importance of great sleep for a great day.

Sleep well …

To show young urban adults that nothing keeps you more awake than a good night’s sleep, we placed our ad in the very spots they frequent during their nights out. Strategically positioned along their route home, the ad served as a subtle reminder to look forward to the revitalizing power of quality rest.