In this idea we literally turn off the lights on IKEA's worldwide famous brand line to wish everyone a wonderful everynight. To create a new asset that can be used in any bedroom's campaign in the future.
 
A twist that not only highlights the fact that IKEA have brilliant bedrooms but also reminds people that IKEA own the Wonderful Everyday. In essence, by having this exclusive line for the bedroom's campaigns, we'll be also always shining a light on the client's famous pre-existent end line. Wonderfully simple. Wonderfully powerful.
 
IKEA. The Wonderful Everyday
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IKEA. The Wonderful Everynight