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Al Futtaim IKEA in the UAE created a miniature flat-pack bed just for smartphones. It is called The Phone Sleep Collection. It comes with a tiny mattress and a blanket. A chip inside monitors if you actually leave the device alone. Manage seven screen-free nights and they hand you a 100 dirham voucher. They took a modern bad habit and turned it into a physical product. The campaign generated over 650 million impressions and made headlines worldwide.