Work / Sleepwell
Our kind of Wrapped
The brief
Mattress advertising talks about foam layers. Sleepwell wanted to talk about sleep, in markets from India to the Gulf.
The insight
People already post about their sleep: the alarm snoozed five times, the bed nobody wants to leave.
The idea
Borrow the culture people scroll every day and make sleep the punchline: a year-end Wrapped, a villain who needs a nap, a ladder of snoozed alarms. Films for India and Arabic-language films for the Middle East carry the comfort story.
The work
8 pieces from the campaign
Results
What it moved
—Video viewsFigure to be added
—Engagement rateFigure to be added
—Markets liveFigure to be added
Nobody shares a mattress spec. Everybody shares a snooze.