IKEA Singapore has teamed up with The Secret Little Agency to respond to a study ranking Singapore as the third most sleep-deprived country in the world. As part of their new campaign ‘Leave the rest to IKEA’, they have created the RESTEN bag — reimagining IKEA’s iconic blue FRAKTA bag.
According to a press release, the RESTEN bag is huggable and made with ‘ultra comfortable fabrics and stuffing’. Moreover, it resembles and feels like a pillow thanks to its padded design, allowing Singaporeans to find rest wherever they may be. Nicholas Ye and Mavis Neo, Chief Creative Officers at The Secret Little Agency, commented:
‘With the entire country running on overtime, rest is often sought in unconventional places, and we saw the opportunity to bring comfort to the busy lives of Singaporeans by creating the world’s most “rest-able” bag for one of the world’s most rest-less countries.’
RestFest
In addition to unveiling the RESTEN bag, IKEA also announced the launch of RestFest: a three-day event dedicated to rest. The RestFest will take place across Singapore’s IKEA stores next month from 6-8 September. Caroline Ng, Country Marketing Manager of IKEA Singapore, shared:
‘We know sleep is important, and rest is a vital yet often overlooked part of Singaporean lives. IKEA has a wide range of well-designed and affordable products to help you get there, and what better way to launch it with our new ‘Leave the rest to IKEA’ year-long campaign that kicks off with our first-ever RestFest and the RESTEN bag. It reminds us of our busy lifestyles, the importance of finding opportunities for rest, and that Singaporeans can simply leave the rest to us.’
The RESTEN bag can be won in a giveaway hosted on IKEA Singapore’s Instagram (until 29 August). It will also be available at the RestFest event in September.
Featured image: IKEA Singapore x The Secret Little Agency
