Ikea understands the value of both creative advertising and a good night’s sleep. The brand combined the two aims in a novel campaign by Swedish agency Åkestam Holst NoA.

Earlier this year, the retailer held an open call for “sleepfluencers” who could apply to receive free roller blinds to darken their bedrooms while they dozed.

The blinds had a dual purpose, however. The outside of each one showcased a product in Ikea’s sleep range, such as its pillows, duvets, or mattresses, alongside the tagline: “Good nights make better days.”

“People could turn their windows into ads while they sleep, sharing Ikea’s message in a very real way,” Åkestam Holst NoA creative and partner Rickard Beskow told ADWEEK. “This mix of functionality and creativity felt like the perfect fit for Ikea and its belief in democratic design.”