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Striking print ads from Ikea highlight the benefits of sleep by comparing it to fad products that promise the same restorative results but rarely deliver, such as energy drinks, anti-ageing creams and vitamin supplements.

Photographer Amy Currell shot the images in camera using large-scale models designed by Andy Knight Ltd to house the Ikea bedding. 

The second instalment of Ikea’s "Tomorrow starts tonight" campaign, which positions the retailer as a sleep expert, will run across press and out of home in the UK and Ireland.