Mouth Breathers, Side Sleepers, Toss ‘n’ Turners, Cover Snatchers, Hot Sleepers, Doom Scrollers.
Australian bedding retail specialist, Forty Winks, is on a mission to help millions of sleep-deprived Australians ‘Go to better sleep’ with nearly 50% of all Australian adults reporting at least two recurring sleep issues.
Forty Winks has undergone a complete brand relaunch, led by recently appointed brand experience agency, Akcelo.
The launch campaign introduces audiences to ‘Go to better sleep’ – an uncanny horde of some seriously tired people, each one exhibiting some of the most common sleep issues faced by Australians.
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 as they descend on the Forty Winks store and the team inside.
Through training and patented bedMATCH technology, the Forty Winks staff work together to solve the respective sleep challenges of ‘Go to better sleep’, tailoring products and sleep solutions to suit their needs.
Damian Lucas, national advertising and marketing manager at Forty Winks, said Forty Winks has been serious about sleep for almost 40 years and the new campaign perfectly encapsulates the vision for its 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," he said.
"We look forward to continuing to expand on the stories of ‘Go to better sleep’ characters and our ‘Serious about sleep' brand promise to new and existing customers in the months and years to come."
Simon McCrudden, strategy partner at Akcelo, said with the sleep science and staff experience of Forty Winks, it's able to promise everyone a better sleep, no matter what their sleep issue is.
"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 McCrudden.
Aden Hepburn, CEO at Akcelo, said sleep is a serious topic… but it’s also ripe for comedy.
"With ‘Go to better sleep’ we have found an incredible creative vehicle to tackle Australia’s sleep problem in a disarming and memorable way," he said.
"We have no doubt that every Australian will see themselves, or a loved one, in one of these characters."
Beyond the Brand Film, ‘Go to better sleep’ will also make its way into OOH, social, monthly retail and even upcoming product films.
Credits:
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
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
DOP: Peter Eastgate
Second Unit Director: Daniel Fletcher
Executive Producer: Alex Hay & Lucas Jenner
Producer: Marcus Butler
Post: The Editors
Editor: Ryan Boucher
Colourist: Fergus Rotherham
Online: Eugene Richards
Producer: Rita Gagliardi
Original Music & Sound: Klang
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
Publicity: tide.pr
Managing Director: Stacey McArdle
Strategy & Innovation Director: Kate Thompson
Account Director: Jasmine Burford
Account Manager: Laura Jarrett
