Ikea pledges ‘The Wonderful Everynight’ for new sleep-focused campaign

Ikea is rejigging its brand strapline, changing it from ‘The Wonderful Everyday’ to ‘The Wonderful Everynight’ as it looks to promote its bedroom offering in a new campaign.
Created by its creative agency Mother, the fully integrated campaign will look at the “human side” of sleep, using the analogy of athletes preparing to compete as a parallel to the way adults should invest in the ritual of going to bed. A TV ad ‘Win at sleeping’ features peopl