Ikea's print ad serves a useful purpose by aiming to help people get a good night's sleep.
"Sömnig", which is Swedish for sleepy, was designed to be torn out of a magazine and placed beside a bed to demonstrate the quality of Ikea’s mattresses. When activated, it emits a white noise frequency that masks unwanted noises. It also includes an aromatic lavender port and was printed using lavender infused ink, a scent which is known to help relax muscles and lower heart rate. The work was art directed by Gary Rolf and written by Rohit Venkatesh at Memac Ogilvy.