The Brand: Sleep Country is a pioneer in the sleep business with a diverse brand and product portfolio. With 250 locations and three decades of experience; they’re Canada's authority on sleep.
The Ask: Establish Sleep Country as the go-to solution for poor-quality sleep among Canadians aged 35-60 who aren't prioritizing their sleep.
With only 16% of Canadians getting a restful sleep every night of the week—Canadians are exhausted. But despite our shared tiredness, sleep is consistently overlooked. We’re showing Canadians that the routine struggles accompanying daily fatigue are only one consultation away from being fixed.
Why it works: By revealing the hidden effects of inadequate sleep, the campaign aims to reshape perceptions and prompt Canadians to seek the expertise of Sleep Country's sleep specialists. Through strategic late-night social ads, out-of-home placements for tired commuters and a sleep confessional website, this campaign aims to jolt Canadians out of their drowsy everyday habits—so they get the rest they deserve.
Team:
Justin Steen - Strategist
Jessie Cheung - Copywriter
Catilin Mahut - Copywriter
Jackson Greenwood - Art Director
Emily Thibault - Art Director
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