Giving our best, challenging ourselves, using 100% of our energy and living life at the height of our strength. This is the attitude we must have every day to be the best version of ourselves. But how can we recover the resources to do it?
IKEA responds to our doubts with a double advertising campaign created with the British agency Mother London. Entitled “Tomorrow Starts Tonight” the publicity highlights the fundamental role of sleep in our everyday life.

The campaign is divided into two parts: a commercial and a series of three billboards.

The first launch transposes Aesop’s fable “The Hare and the Turtle” into a contemporary context. Imagining an untold prequel, the commercial examines the day before the competition between the hare and the turtle. The analogy is exactly the same: even if faster, the hare is less clever and, instead of keeping the energy to rest, he chooses entertainment and fun. Instead, the turtle, definitely weaker but just as smart, decides to go to sleep early resting under the comforter Ofelia Vass by IKEA.
On the day of the competition, we already know how it ends: rather than running to the finish line the hare will stop to rest, fall asleep and lose the race against the turtle.

Watch it below.

The second launch winks at all those products that guarantee to counteract tiredness and fatigue: vitamin supplements, energizing drinks and rejuvenating creams.

The three billboards play exactly on this correspondence. IKEA, in partnership with Dr. Guy Meadows, founder of the Sleep School in London, rebuilding the these three packaging and replaces the product with a more natural, healthy and economical alternative: pillows, sheets and comforters.

Here are the posters.

Words by Federica Cimorelli