| Title | IKEA BETTER SLEEP, BETTER TOMORROW |
| Brand | IKEA JAPAN |
| Product / Service | IKEA SLEEPING COMFORT |
| Category | B05. Best use of Ambient Advertising: Stunts & Live Advertising |
| Entrant | ADK Tokyo, JAPAN |
| Entrant Company: | ADK Tokyo, JAPAN |
| Advertising Agency: | ADK Tokyo, JAPAN |
| 2nd Advertising Agency: | DRILL Tokyo, JAPAN |
Credits | |
| Executive Creative Director | Ken Shimizu |
| Creative Director | Osamu Enari |
| Copywriter | Takeshi Tsuji |
| Planner | Masaharu Osawa |
| Account Supervisor | Hiroko Uchigaki/Kazuha Okuda/Yuka Nakahata |
| Producer | Ryuji Ueno |
| Art Director | Akio Yamauchi |
Using real pillows and mattresses, we showed that a better day comes after a better sleep in a story format. This was displayed in the underground passage in Shinjuku, a place packed with one and a half million commuters and shoppers each day. It is a crowded place, where people feel the tiredness from a hard day of work. In addition, a “Sleep car” was placed around the city, which offered people the experience of a quality sleep by trying out IKEA products.
“BETTER SLEEP. BETTER TOMORROW”