DEKAD: The only notification you need in your bedroom

Creative idea

In a world where phones steal our nights, IKEA reintroduced the forgotten DEKAD alarm clock as the ultimate sleep device — zero pixels, zero blue light, 100% better mornings. With the voice of a tech brand and the soul of IKEA, we turned a forgotten product into a cultural wake-up call — inspiring people to disconnect, recharge, and sleep better.

Brand name: IKEA
Advertiser / client: IKEA
Product / service: Better everyday sleep
Campaign name: DEKAD: The only notification you need in your bedroom
Agency network: Leo
Agency: Leo Prague
Production company: ROAR Production
Agency chief executive officer: Jaroslav Malina
Chief creative officer: Andrey Tyukavkin
Executive creative director: Kosta Schneider
Creative director: Nikola Foktova
Art director: Martin Kraus, Jarmila Bedrnova Safrankova, Dominika Rezova
Copywriter: Tomas Svoboda, Klara Javurkova
Account director (agency): Nastia Ladina
Client account director: Tomas Hergeth
Agency producer: Jiri Macek, Adam Filus
Post production producer: Zdenek Basus