Challenge: Don't sell mattresses, sell sleep.
We created a Sleep Care Guide that embodies the idea of meeting your mattress halfway. The first half is full of tips, exercises and techniques- all of the things you can to do help yourself get to sleep. The second half of the guide is all about the mattress and what it does to help you get real sleep. We also created a website that followed the same structure.
www.SleepResponsively.ca
The TV spots are nothing like the traditional mattress TV spot. Instead, they focus on the human body throughout sleep. That’s why you don’t even see a mattress until the very end.
Agency: Mass Minority
Chief Creative Officer: Brett Channer
Chief Strategic Officer: Esmé Rottschafer
Creative Director: Tyler Serr
Copywriter: Roya Rutledge (Hakami)
Art Director: Marina Khouzam
DOP: Shin Sugino
Production House: Free Society