IKEA, a committed advocate for better sleep, takes its message straight into viewers’ favorite shows. Starting at midnight, the brand “hacks” Netflix content to remind subscribers it’s time to go to bed… or risk being spoiled on the ending.
This bold, disruptive campaign has been live since September 16 and combines humor with a strong commitment to better sleep. Sleep is under threat more than ever. 10 million French adults rely on sleeping aids, 88% wish they could sleep more, and 47% rate the quality of their sleep as poor. Busy lifestyles, a culture that glorifies constant activity, and binge-worthy series designed to keep viewers hooked all contribute to this problem.
IKEA has long aimed to improve sleep for everyone by rethinking every element of a good night: from comfortable bedding to a calm, organized bedroom, and from lighting to temperature tailored to every type of sleeper. After engaging audiences through traditional media—TV and outdoor ads—this time IKEA enters the heart of its consumers’ routines.
At midnight, the first ad encourages Netflix users to go to bed, warning them humorously of potential spoilers. If viewers linger past 1 a.m., IKEA’s Sleep Advisor returns with an even firmer—and still playful—reminder.
AWARDS
Eurobest 2025
CREDITS
Brand: IKEA, France. Marketing Director: Carole Feleppa. Marketing Manager: Lisa Fort Butelot. Media Director: Julien Saibene. Creative Agency: Buzzman, Paris. Chairman & Chief Creative Officer: Georges Mohammed-Chérif. CEO: Julien Levilain. Managing Director, Commercial Teams: Isaure Goetz. Managing Director, Strategy: Clément Scherrer. Creative Directors: Caroline Ribemont & Nicolas Boudeau. Art Director: Alexandre Galup. Copywriter: Jean-Daniel Marcos. Strategic Planner: Sam Naggar. Commercial Director: Lou Leproux. Account Managers: Célia Curcio & Jade Hontanx. Communications & PR Manager: Paul Renaudineau. Communications & PR Executive: Marie Smid. TV Production Manager: Vanessa Barbel. TV Producers: Ayman Jaroudi & Morgane Gaspar. Production Company: Hier Soir. Director: Martin Raffier. Producer: Caroline Helaine. Sound Studios: Schmooze. Court-Circuit (Case Study). Media Agency: Wavemaker France / WPP. Commercial Director: Soraya Raïssi. Account Manager: Marie Moreau. Multiscreen Trader: Caroline Pecheur.
