Most of us think of Ikea as a big corporate entity that serves the masses with meatballs and futons. But its latest OOH campaign seems to be targeting a more specific audience.
- Mother London created the campaign, called “Tomorrow starts tonight,” to promote Ikea’s bedding products and highlight the importance of a good night’s sleep.
- The resulting posters are a play on ads from…dare I say…blands promoting products that make up for not having a good night’s sleep, like Goop’s anti-aging cream.
Low-stakes hot take: The campaign’s design elements, from the sans serif font to the clean lines, could make viewers associate Ikea with more modern competitors like Feather and Buffy.
My takeaway: “Tomorrow starts tonight” uses DTC-style branding to associate Ikea with higher-quality, pricier DTC products—which could make its own products more appealing.
Via Morning Brew