Every third German suffers from problems falling asleep. With this fantastical campaign, IKEA wanted to make Germany aware of that and let them know there is help at hand. 

 

I did not write this ad, I did however collaborate with John Nolan Studio (Where The Wild Things Are) to design the monster, sheep, elf, and madame butterfly dream characters. I was also responsible for the photoshoot which reflects the story of the spot and the nationwide print flight that further spread the message of Work-Life-Sleep-Balance.