IKEA gets serious about sleep

Sleep is a basic human need, but in the attention economy, where companies cash in by keeping eyeballs on screens, every app is engineered to keep us awake.  

On a mission to help us reclaim sleep stolen by social media, Swedish homeware retailer IKEA has launched this comedic campaign, created by Mother and directed by Eros V through MindsEye.

Taking a playful swipe (quite literally), at the most insufferable types of influencers, the fun series of films turns IKEA mattresses into sentient wrecking balls designed to take out as many distractions as possible.