According to the IKEA Global Sleep 2025 Report, every night, thousands of women around the world sleep less and worse than men.

• 31% of women rate their sleep as poor, compared to 25% of men.
• 44% of women wake up feeling tired, while this figure is 33% for men.
• In Spain, the sleep quality index is 61% for women, compared to 67% for men.

Women carry a constant mental load: a combination of responsibilities, concerns, and expectations that, while they may seem small, together create a deafening noise. These are invisible alarms to many, but they have very real effects on our daily lives. That’s why we decided to bring them to light for all IKEA coworkers and to launch a message of shared responsibility, reaffirming IKEA's commitment to its Equality Plan, which ensures an equitable work environment.

To achieve this, we installed a sound experience that gives voice to women’s mental load. Based on surveys, we collected those thoughts that prevent women from disconnecting—thoughts that came to life through an installation of IKEA alarm clocks. This installation symbolizes the “mental alarms” that many women cannot turn off, even when they try to rest.

We documented the entire campaign to capture the reactions of both men and women to the thoughts of their colleagues, which they were previously unaware of. We also uncovered men’s own experiences and created a consciousness-raising video for International Women’s Day (8M), along with a call to action inviting everyone to join a shared dream.

Creative Director/ Art Director: Natalia Arias A. 

Creativity Copywriter: Ana Benitez

Set Design: Jordi Portillo

Filmakers: Natalia Arias + Ignacio Bascón

DOP: Ignacio Bascón

Production: Halo

Edition: Jordi Portillo

Print AD: Débora Hillert

Muah: Xenia Tió