Rather than warning people about screen addiction with statistics or scare tactics, IKEA approached the problem with humor. Created around miniature IKEA-inspired beds for smartphones, the ‘Phone Sleep Collection’ encouraged people to put their devices to bed before going to sleep themselves. Developed to launch IKEA’s Complete Sleep Collection, the campaign reframed digital disconnection as a natural part of the nightly routine, using familiar product language and understated Scandinavian design cues to position the smartphone as an overworked companion in need of rest. Playful yet quietly pointed, the campaign tackled growing concerns around endless scrolling and sleep deprivation without resorting to guilt, panic, or moralizing.
When The Ring digitized its archive spanning more than a century of boxing history, the publication chose not to celebrate the milestone with a conventional retrospective. Instead, Saudi Arabia’s BigTime Creative Shop created ‘The Ring: The Legacy Continues’, a handcrafted animated journey through the evolution of the sport, with each era rendered through a different artistic technique.
Blending frame-by-frame animation, archival research, and contemporary storytelling, the film traces 103 years of fighters, rivalries, and cultural change. Guided by the voice of legendary ring announcer Michael Buffer, the project transforms static sporting history into a cinematic narrative that honors boxing’s past without becoming trapped in nostalgia.
Name: Phone Sleep Collection
Brand Name: IKEA
Lead Agency: Memac Ogilvy
Production Company: Melt
