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| Lights out | |
| by Melissa Roberts | |
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Smart tech's made us all a bit dumb when it comes to prioritising sleep, but there’s an easy solution: IKEA mattresses. These three ads for socials turn the bedtime essential into an effective eliminator of the most cunning kind of online perpetrators - those trying to steal sleep from the tired eyes caught in the endless loop of dance trends and thirst traps. The irony of the creative approach demonising the attention economy for a campaign that lives solely on social and streaming platforms is a perfect summation of the utter chaos of current times. But they’re undeniably good all the same, and a marker of how the production landscape has shifted, displaying how socials-only campaigns are becoming as equally considered and produced as traditional ones.
Product Category: Furniture Retailers
Territory: UK
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