IKEA

IKEA has been championing sleep for decades. And gamers is the most sleep deprived audience with give up 912 hours of sleeping to keep playing Minecraft.

We built a campaign on a deeper truth: gamers obsess over their character's health and performance far more than their own.

So we decided to make a good night sleep a part of the game - GARMADROM (gamers’ dream in swedesh) - is the first in-game upgradable bed that gives a character a double boost in health, but only if the player sleeps through the night.

Awards: D&AD New Blood Yellow Pencil