IKEA Presents Its ‘Darkest Campaign Yet’ To Put Mediocre Sleeps To Bed

Image courtesy of Try Oslo

IKEA shoppers have been left in the dark about the benefits of proper rest. Now, the furniture giant is drawing the curtains on their importance.

IKEA Norway’s latest campaign, crafted by communications agency Try Oslo, is its “darkest campaign yet.” Instead of the usual catalog-worthy—not to mention well-lit—room setups, viewers are treated to an all-black display punctuated only by white IKEA prices and the company’s iconic logo.

The creative effort is currently airing on Norwegian television and in cinemas, with print and outdoor versions completing the pitch-black picture.

Annika Mørch Asté, marketing communication manager at IKEA Norway, shed some light on the concept: “At IKEA, we are currently very focused on sleep. But a good night’s sleep is about more than just a good bed and the right mattress. Sleep is also about temperature, air quality, or simply making it dark enough. Luckily, IKEA has the solutions you need.”

The approach spotlights IKEA’s range of sleep-related products, particularly its blackout curtains, in a way that’s impossible to ignore. 

Try emphasizes that high impact doesn’t always have to mean high budget. “Safe to say, this might be the easiest and cheapest possible production to show off a pair of very effective black-out curtains,” the agency quips.

[via Try Oslo, image and video courtesy]