The idea behind the campaign is building on how people would fall asleep wherever they are when they're feeling tired, but that doesn't necessarily mean that their sleep counts, especially if it's not in the comfort of their own IKEA bed.
Ads of the world link below:
Client: IKEA Egypt
Advertising Agency: Kijamii, Cairo, Egypt
Creative Team: Moheeb, Nadine Hesham
Art Director: Moheeb
Senior Copywriter: Nadine Hesham
Senior Account Manager: Ghada El Emam
Photographer: Ahmed Tarek Bayoumi
