Cannes Lions
MOTHER, London / IKEA / 2019
Overview
Entries
Credits
Background
Sleep is constantly devalued in culture. We’re told to seize the day and sleep when you’re
dead. It’s all of those cultural and social codes that prime us to neglect sleep. So, we
decided to turn the idea of a great night out on its head, by swapping nightlife antics for
bedtime behaviour. We embraced the joy of missing out (#JOMO) and encouraged the
nation to pull an all-nighter under the sheets. Introducing the IKEA Nightclub.
Execution
This film opens on a group of friends driving through town late at night, looking as if they’re
on their way to a party. Arriving at the nightclub, everyone is dressed head to toe in
sleepwear. They pass a food truck that's serving bowls of Cheerios and toast kebabs and gain
entry to the club with stamps from the bouncers. This "nightclub" is far from ordinary
though, it’s full of beds. It features bartenders serving hot herbal teas as though they are
cocktails, a bathroom full of people taking off their make-up and brushing their teeth whilst
others put in earplugs and read. Towards the end of the spot, as the participants are tucked
up and ready to drift off, sheep appear on the balcony, bursting into glitter as they jump off.
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