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Category
Integrated Campaign
Annual ID
OS23_HW033B
About the Work
The sad reality is, America has a sleep problem. 74 billion hours of sleep were lost last year, and 68% get fewer than the recommended 7 hours a night. This has major health implications. To make matters worse, 52% of Americans don’t understand how their quality of sleep impacts their well-being. So when they sleep poorly, it leaves them in physical pain, feeling slow, irritable, forgetful and wondering why. People can’t fight what they don’t understand, so we introduced them to the enemy.
Junk Sleep.
An integrated campaign began to unpack this common culprit, exploring the ways in which Junk Sleep manifests - physically, emotionally and mentally. Across film, social, radio, online and in-store displays, we comically confronted the perils of poor sleep and the relatable truths of an overtired existence.
We examined everything from sleep debt and the way in which Junk Sleep compounds over time to our complacency with Junk Sleep and the ‘always on’ culture that allows it to thrive. Each execution passed commentary on the bad bedtime behaviors, habits and ultimately, the bad beds that fuel our Junk Sleep ways.
More than just an integrated campaign, this was a reminder to Americans who make their sleep less of a priority, that a better sleep can actually mean a better you. And only the sleep experts at Mattress Firm can help Americans fight to prioritize proper sleep - beginning with a bed that matches them and ending with solutions and tools to soothe their sleep health woes.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Droga5 / New York
Client / Brand
Mattress Firm
Production Company
Found Objects
MJZ
Music / Sound Production Company
King Lear Music & Sound
Chief Marketing Officer
Mickey Mericle
Composer
Adam Weiss
Creative Director
Ben Marshall
Director
Steve Ayson
Director of Photography
Jeff Croneneweth
Executive Creative Director
Jay Wadley
Trevor Gureckis
Executive Producer
Emma Wilcockson
Sasha Hirshfeld
Jennie Armon
Social Media Manager
Justin Ramsay
Chief Executive Officer
John Eck
account director
Nivie Roberts
assistant editor
Erin Offenhauser
Tara O'Sullivan
Color Assistant
Ryan Moncrief
Color Producer
Kevin Breheny
Nick Krasnic
colorist
Jaime O'Bradovich
Jenny Montgomery
Tim Masick
Lead producer
LauRenn Reed
Nick Chomowicz (Found Objects)
LINE PRODUCER
Adrian Cabada Mora
Music Coordinator
Lee Cash Chisholm (Found Objects )
Production Designer
Jason Kisvarday
Senior Director, Brand and Product Marketing
Sofya Vannelli
Senior Director, Integrated Marketing
Marty Lubeck
Senior Integrated Marketing Specialist
Melissa Rivers
Sarah Vargas
Senior Manager, Creative Services
Rhea Davis
Senior Manager, Integrated Marketing
Christine Rieter
Senior Marketing Manager, Brand Strategy
Hannah Miller
Senior Vice President, Brand Strategy
Sam Bennett
Social Media Community Specialist
Abigail Murphy
Sound Design & Mix
Dugal Macdiarmid
Ed Downham
Vice President, Brand and Product Strategy
Kelly Shannon
Vice President, Customer & Field Activations
Kat Siegling
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