A good night’s rest is very important. To process the previous day and gain energy for the next one. Yet people often fail to wake up well rested. As a result they are less comfortable and less productive. In this campaign, IKEA helps you to turn your bedroom into a place to recharge.

Light has more impact than you think. The right light at the right time and in the right place can have a huge impact on a person or a place; It can stimulate self-confidence, fuel the fire in a relationship or instantly change your living room from “work hard” to “play hard”. With the introduction of IKEA smart LED we show the potential that light holds to improve the quality of your life at home. At the same time, we debunk the preconceptions people have when it comes to LED light.

Because when you realise what smart LED can do, you will wonder: which effect can I create?

IKEA is a popular brand in The Netherlands, and it inspires a lot of customers to keep coming back. But there’s also a group of people who think that the quality of their products is not high enough, and that variety of styles is limited. IKEA has so much more value to offer than some people realize. A repositioning campaign tells the real stories behind the products, and shows how much effort and attention IKEA puts into creating a better everyday life at home.

Needless to say, life during an economic crisis isn’t easy. People felt that their options were limited, so IKEA took the lead in showing that the possibilities are endless if we think in solutions.