Ikea "Anti-ageing cream", "Energy drink", "Vitamin supplements" by Mother

Striking print ads from Ikea highlight the benefits of sleep by comparing it to fad products that promise the same restorative results but rarely deliver, such as energy drinks, anti-ageing creams and vitamin supplements.

Photographer Amy Currell shot the images in camera using large-scale models designed by Andy Knight Ltd to house the Ikea bedding. 

The second instalment of Ikea’s "Tomorrow starts tonight" campaign, which positions the retailer as a sleep expert, will run across press and out of home in the UK and Ireland.