For close to a century, bedding company SleepMaker has been helping Australians enjoy a great night’s sleep and its new “We Make Sleep” campaign beautifully reinforces the benefits of – and human necessity for – quality shut-eye.
Told through familiar scenarios and an emotive narrative, “We Make Sleep” (developed by Sydney-based creative agency WolfKing) highlights the comfort and importance of good sleep.
The campaign tantalises viewers about exactly ‘what’ SleepMaker creates – it’s ‘the most precious thing in the world, more valuable than diamonds, more precious than gold’ but it can’t be seen, tasted or held. The elusive product is revealed to be sleep – ‘We Make Sleep’.
SleepMaker’s head of marketing Felicity Turner said that the emotive approach to an often-undervalued product and the impact it can have on your life is just what is needed to reconnect the brand to Australians. “It’s been some time since we’ve invested in telling our brand story and what SleepMaker stands for,” Felicity said.
“It encapsulates what SleepMaker is about – we are obsessed with making the most precious thing in the world and helping all Australians get the best sleep they can.
“We are thrilled with the end result of our ‘We Make Sleep’ campaign. It’s been an absolute dream (pardon the pun) to create.”
Creative partner at WolfKing Dave King said the brief was designed to highlight SleepMaker’s dedication to something everyone needs; good, nourishing sleep on a regular basis.
“We’re super proud of the ‘We Make Sleep’ platform. It elevates not only the importance of sleep in our lives, but also the role SleepMaker plays in providing it to so many Australians. We’ve loved every moment working with the entire SleepMaker team.”
The new SleepMaker campaign augments the business’s personalised service and acknowledges that everyone has different sleep needs. From a product perspective this means the development of bedding that includes a range of foams, spring technologies and temperature management systems to ensure that every Australian can find a SleepMaker mattress that offers the perfect combination of support and comfort they need.
The campaign be shown across national digital, out of home, TV (free to air, FOXTEL and programmatic BVOD) and social media.
Credits
Client: SleepMaker/The Comfort Group (TCG)
Head of Marketing TCG: Felicity Turner
Marketing Manager Australia: Zsuzsa Zalatnai
Creative agency and Production Company: WolfKing
Creative Partners: Jason Woelfl and Dave King
Company Director: Andy Pontin
Executive Producer: Susannah Myerson
Director: Ant Rose
Media buying agency: Ryvalmedia
Public relations: Soda Communications
