IKEA and The Secret Little Agency recreate iconic blue bag as a symbol of rest

Commuters dozing off on public transport and students napping at library tables are familiar sights in Singapore. Ranked as the third most sleep-deprived country in the world, Singapore has a population that acknowledges the value of sleep but struggles to prioritise it. In the race to chase their dreams – be it in family, personal or professional growth – Singaporeans often place rest on the backburner, with many feeling stressed at the thought of doing nothing.

In response, IKEA seeks to become the enabler of rest, positioning itself as an ally supporting Singaporeans in their quest for balance in their lives. Rather than enforcing bedtimes, its new brand platform embraces a personalised approach to rest that doesn’t get between people and their aspirations. Leave the rest to IKEA invites Singaporeans to pursue all their passions while trusting IKEA to provide the rest they need when they finally take a break.

A symbol of rest, inspired by the iconic blue FRAKTA bag
The RESTEN bag is a reimagination of the iconic blue FRAKTA bag, developed in partnership with creative agency, The Secret Little Agency. This huggable bag was carefully crafted with ultra comfortable fabrics and stuffing, culminating in a padded design that resembles a pillow, making it the perfect accessory to help Singaporeans find rest on the go, wherever and whenever they need it.

“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” said Nicholas Ye & Mavis Neo, Chief Creative Officers, The Secret Little Agency.

The RESTEN bag is launched in tandem with the RestFest at IKEA – a 3-day event dedicated to all things sleep, rest and relaxation at IKEA. The bag features a comfortable strap with the words “Leave the rest to IKEA”, and is also designed to fit the long list of daily essentials required by the everyday Singaporean, while doubling as a comfortable makeshift pillow that can be used for rest whenever it is needed.

Commenting on the campaign, Caroline Ng, Country Marketing Manager of IKEA Singapore said: “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.”

Customers can get their hands on the RESTEN bag via a social media contest giveaway hosted on IKEA Singapore’s Instagram Page, and at the RestFest event happening across all IKEA stores from 6 to 8 September 2024.

Credits
Item name: RESTEN bag
Lead Creative: The Secret Little Agency
Client: IKEA Singapore