We all know how important sleep is for a myriad of reasons, from good health to cognitive development and general mental wellbeing. Unfortunately the escape that sleep provides can be difficult to come by, particularly at the moment with a degree of heightened anxiety permeating throughout society.

IKEA’s latest campaign from Mother London celebrates the importance of sleep in ‘Tomorrow starts tonight’, reminding people that the more you sleep, the more you get out of life.

The TVC captures a modern-day retelling of the fable about the tortoise and the hare. On the eve of a marathon, the hare is out with his mates, at the pub, a takeaway and manages to miss his bus home. The tortoise on the other hand wakes the morning of the race fresh faced and ready to run. 

The message is that your day starts the night before with the sleep that you prioritise. It’s encapsulated in the series of provocative OOH posters that highlights the benefits of sleep in comparison to typical fad products that promise the same result but rarely deliver. These include energy drinks, beauty products and vitamin supplements.

Bespoke social content has also been created in partnership with sleep expert Dr Guy Meadows, Founder of The Sleep School. It sees him discuss the impact that stress can have on both adults’ and children’s sleep.

This campaign’s positioning is a powerful one, rooted in a truth that feels ever more poignant as the nation seeks comfort in the home. Prioritising sleep is vital for both children and adults because, tomorrow really does start tonight.