Responses by Mother
Background: As part of IKEA’s Tomorrow Starts Tonight campaign positioning the brand as sleep experts, we were tasked to create a provocative print campaign to remind people of the power of a great night’s sleep and celebrate the truth that the more you sleep, the more you get out of life.
Reasoning: Each execution highlights the benefits of sleep, that are often overlooked, by comparing it to fad products that promise the same results but rarely deliver, including energy drinks, anti-aging creams and vitamin supplements.
Challenges: From the outset, we were really keen to shoot the visuals in camera as we felt this would give the visuals a standout charm and aesthetic, in contrast with CGI-led executions consumers are used to today. Creating large scale models was obviously much more challenging in terms of production and budget, and required a leap of faith from the safety and familiarity of a Photoshop-led approach.
Favorite details: The in-camera approach and the attention to details in crafting the visuals, down to the small copy on the packaging. It’s also a real testament to the concept that the IKEA products remained integral to the visual. The great response the campaign has received proves to us that classic concept print visuals are still as powerful as ever and can cut through, even in our digital world.
Specific demands: The social distancing restrictions on set, due to the current situation, meant that half of the team was reviewing shots remotely. Luckily, we had a tight concept from the beginning and Amy Currell, a great photographer who truly shared our vision.