Forty Winks Reminds Us Of The Power Of Sleep In New Spot From AJF Partnership

Forty Winks Reminds Us Of The Power Of Sleep In New Spot From AJF Partnership

Forty Winks has unveiled a new advertising campaign to reinforce its new brand positioning – Serious About Sleep.

The positioning is built on the insight that people are simply not getting enough sleep. In fact, one in every four Australians are lacking in sleep, which inhibits their ability to perform. The benefits of a good night’s sleep are incredible and include improved judgement, immunity, energy, memory and even attractiveness.

The campaign is the work of creative agency AJF Partnership and includes a 90 second online film, a 60 second regional cinema spot and multiple 30 and 15 second brand TVCs, aims to elevate the importance of sleep for all Australians.

Alex D’Amico, Forty Winks’ head of Marketing, said of the campaign: “Forty Winks has been helping Australians get a better night’s sleep for 34 years and our new Serious About Sleep brand positioning reinforces our category leadership as sleep experts.

“We want Australians to wake up to how important sleep is and rely on Forty Winks to help them find the right bedding solution so they can get the best night’s sleep. As a house of brands, we have a significant range of bedding solutions, coupled with a 100-store network; our highly trained and experienced staff are well placed to help all Australians choose the right bed to maximise support and comfort to ensure the best sleep quality.

Andrew Foote, AJF Partnership ECD said: We are very proud of this campaign, which launches a long-term brand platform that will cement Forty Winks’ position as Australia’s premier sleep experts. A national conversation around the importance of sleep is well overdue, and we believe that Serious About Sleep will help Forty Winks wake Australians up to the benefits of sleep for all of us.”


AJF Partnership

Executive Creative Director: Andrew Foote

Creative Director: Glenn Dalton

Senior Art Director: Ed Carveth/ Sharon Little

Senior Copywriter: Sandra Galiazzo

Group Account Director: Penny Watson

Account Director: Emma Whiteley

Account Manager: Matilda Widin

TV Producer: Erica Frick

Strategy: Pieter-Paul von Weiler, Lani Cush, Hayley Read.



Production Company: Resolution Design

Director: Tim Dyroff

Executive Producer: Christine Koole

Producer: Richard Haltsted

Post Production: Resolution Design

Music Composition: Sonar Music

Composer: Antony Partos

Producer: Sophie Haydon

Sound Production: Production Alley


Forty Winks

David Edwards – CEO

Alex D’Amico – Head Of Marketing

Forty Winks Marketing Committee

Please login with linkedin to comment

Ad campaigns AJF Partnership forty winks

Latest News