Sleep is the occasion 2

Creative idea

FOMO is real. Every night, the world offers endless distractions – a buzzing group chat, the latest binge-worthy series, spontaneous party, even overdue chores suddenly feel urgent. The fear of missing out keeps us up and pulls us away from something far more essential. In chasing what feels special, we often sacrifice what is essential: sleep. So we decided to flip the script. Let’s make the one thing we all neglect feel like the one thing we can’t miss. A nightly event that’s not just restorative – but rewarding. A ritual so valuable, it outshines everything else. Because when sleep becomes the main occasion, every night becomes special.

Brand name: IKEA
Advertiser / client: IKEA
Product / service: Furniture Retailer
Campaign name: Sleep is the occasion
Agency network: INDEPENDENT AGENCY
Agency: Huts, Sofia
Agency chief executive officer: Spyros Manakos
Executive creative director: Ivan Landzhev
Creative director: Dragomir Donchev
Art director: Irina Tomova
Copywriter: Veronika Stoyanova
Designer: Georgi Iliev
Account director (agency): Adela Kotseva
Media director: Gabriela Grigorova
Pr director: Boris Stoyanov