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.”
Credits:
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
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
