Forty Winks Gets Brand Relaunch With “The Unslept” Campaign Via Akcelo

Forty Winks Gets Brand Relaunch With “The Unslept” Campaign Via Akcelo

Forty Winks has undergone a complete brand relaunch, led by recently appointed brand experience agency, Akcelo.

The launch campaign introduces audiences to “The Unslept” – an uncanny horde of some seriously tired people, each one exhibiting some of the most common sleep issues faced by Australians.

Beyond the brand film, “The Unslept” will also make its way into OOH, Social, Monthly Retail and upcoming Product films

In a film directed by Rabbit co-founder Owen Trevor Black, audiences are introduced to Mouth Breathers, Side Sleepers, Toss ‘n’ Turners, Cover Snatchers, Hot Sleepers, Doom Scrollers and more descending on the Forty Winks store and the team inside.

Through training and the firm’s bedMATCH technology, the Forty Winks staff work together to solve the respective sleep challenges of “The Unslept”, tailoring world-class products and sleep solutions to suit their needs.

“We are thrilled to launch our first brand refresh since 2019, beginning with the release of ‘The Unslept’ film. Forty Winks has been serious about sleep for almost 40 years and the new campaign perfectly encapsulates the vision for our next chapter – to help Australians ‘Go to better sleep’. The film concept and creative is unlike anything we’ve done before, and it was a joy to work with our talented partners to help bring it to life. We look forward to continuing to expand on the stories of ‘The Unslept’ characters and our ‘Serious about sleep.’ brand promise to new and existing customers in the months and years to come,” said Damian Lucas, national advertising and marketing manager at Forty Winks.

“Poor sleep is one of the major health issues facing Aussies, and with their sleep science and staff expertise, Forty Winks helps Australians get the sleep they deserve. In answering this brief, we needed to find a way to demonstrate these proof points whilst also giving the brand a unique voice that reinforces Forty Winks’ leadership of the sleep category,” said Simon McCrudden, strategy partner at Akcelo.

“Sleep is a serious topic… but it’s also ripe for comedy. With ‘The Unslept’ we have found an incredible creative vehicle to tackle Australia’s sleep problem in a disarming and memorable way. We have no doubt that every Australian will see themselves–or a loved one–in one of these characters,” said Aden Hepburn, CEO at Akcelo.


Client: Forty Winks
National Advertising & Marketing Manager: Damian Lucas
Strategic Consultant, Shadowboxer: Steve McGrath
Strategic Consultant, Shadowboxer: Stephen Graham
Content Manager: Kate Roscrow
Content Writer: Caitlin Zoon
Graphic Designer: Karen Stait
Marketing Specialist: Shreya Somani
Marketing Specialist: Nicole Mitchell
eComm & CRM Lead: Josh Gibson
eComm Coordinator: Matt Stringer

Creative Agency: Akcelo
Group Creative Director: Louise McQuat
Creative Partners: Oskar Westerdal & Jon Foye
Senior Creative Team: Rob Gordon & Nathan Moraza
Head of Content Production: Mark ‘Bucket’ Summerville
Senior Integrated Producer: Eleanor Rout
Strategy Partner: Simon McCrudden
Customer Strategy: Emily Smith
Business Lead: Kirsty Reynolds
Senior Account Director: Jenna Featherstone
Senior Account Manager: Ben Le Couteur
Head of Design: Mark Berry
Studio Manager: Stephen Au
Senior Designer: Francis Loh, Mitash Patel
Senior Motion Designer: Jamie Muscat
Senior Art Director: Ilya Aronovich
Junior Copywriter: Lon Garbett
Creative Project Delivery Lead: Sophie Tschuchnigg
Creative Services Manager: Katie Morton
Managing Director, Melbourne: Jon Kenyon
Chief Executive Officer: Aden Hepburn

Film Production: Rabbit
Director: Owen Trevor Black
Second Unit Director: Daniel Fletcher
Assoc EP / Producer: Marcus Butler
Executive Producers: Alex Hay, Lucas Jenner
DOP: Peter Eastgate
Post House: The Editors
Editor: Ryan Boucher
Colourist: Fergus Rotheram
Online Artist: Eugene Richards
Post Producer: Rita Gagliardi
Casting: McGregor Casting
Senior Casting Director: Stevie Ray

Sound Post Production and Music Facility: Klang Studios
Executive Producer: Analese Cahill
Sound Design and Mix: Declan Diacono and Brendan Woithe
Music Composition: Ryan Grogan and Brendan Woithe
Music Recording Studio: Free Energy Device
Music Recording Engineer: Neal Sutherland
Live Musicians :
French Horn: Bourian Boubbov
Violin / Viola: Adrian Keating
Cello: Hannah Grogan
Double Bass: Brendan Clarke
Stills production: Sam I Am
Photographer: Billy Plummer
Executive Producer: Rich Cole
Producer: Jacqui Kelly
Retouching: Electric Art

Media: Hatched Media
Head of Product: Andrew Pascoe
Head of Digital, Data & Tech: Denise McCormack
Group Strategy Director: Regan Hancock
Group Business Director: Ashlie McIntosh
Associate Director: Isabella Pezzaniti
Senior Trading Manager: Emily Capsis

Managing Director: Stacey McArdle
Strategy & Innovation Director: Kate Thompson
Account Director: Jasmine Burford
Account Manager: Laura Jarrett

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