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Category
Integrated Campaign
Annual ID
OS23_IG036M
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: 3
Merit
Credits
Agency
Droga5 / New York
Client / Brand
Mattress Firm
Production Company
Found Objects
MJZ
Music / Sound Production Company
King Lear Music & Sound
Chief Creative Officer
Scott Bell
Composer
Adam Weiss
Executive Creative Director
Tara Lawall
Producer
Abraham Nowels
Adam Vevang
Agatha Lee
account director
Nivie Roberts
assistant editor
Erin Offenhauser
Tara O'Sullivan
LINE PRODUCER
Adrian Cabada Mora
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