Pick of the week: Ikea "Win at sleeping" by Mother

Omar Oakes was doubly impressed by Ikea's latest campaign, which encourages people to "win" at sleeping.

I was drawn in by the concept of sleeping as a competitive activity but, by the end of the ad, had the distinct impression that I needed a new lamp and set of bed sheets.

The spot was directed by Jones & Tino through Stink.

Brand: Ikea
Title: Win at sleeping
Agency: Mother
Client: Laurent Tiersen, UK and Ireland marketing director

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Making media fun again: why we must free our industry from outdated models
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1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.

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