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Casper Sleepers
Agency VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York
Category
Social Post / Single Platform Series
Annual ID
OS23_SM053M
About the Work
After 2 years of the pandemic and working from home, the workforce was in full burn out mode. Everyone was over hustle culture and the ‘work hard play hard’ mentality. In fact they wanted the exact opposite. With the rise of ‘Quiet Quitting’ and 4-day work weeks, people wanted to reclaim their lives, and make sleep a priority. Casper, a mattress company, who believes sleep is the most important thing you can do, saw this as an interesting opportunity.
We asked ourselves, "what would happen if we had someone sleep in a Casper store, during the day?" We created a TikTok, and that single organic post went viral with millions of views and hundreds of people asking if sleeping in a bed was a real job. Within 7 days we made it into a real job, called Casper Sleepers that paid you to sleep, and that anyone could apply for. The news spread quickly with national coverage from outlets including CNN, The Late Show with Stephen Colbert, Good Morning America, Forbes and Business Insider.
3,000 people applied for 3 coveted spots. Once our Casper Sleepers were hired, they were outfitted in our comfiest pajamas and went right to work. Our team documented the entire process and turned it into social content across all our platforms, including Tiktok, Twitter, Instagram, Facebook, Pinterest and BeReal. Fans followed the Casper Sleepers as they snoozed in Casper storefronts all over NYC. Then one day they really got to show off their sleeping abilities with an outdoor stunt, sleeping in bed in the middle of Midtown Manhattan. As commuters were starting their workday, they passed our Casper Sleepers, fast asleep in a bed surrounded by the bustling city. The campaign put sleep at the forefront and gave everyone what they wanted, a job they could do with their eyes closed.
We asked ourselves, "what would happen if we had someone sleep in a Casper store, during the day?" We created a TikTok, and that single organic post went viral with millions of views and hundreds of people asking if sleeping in a bed was a real job. Within 7 days we made it into a real job, called Casper Sleepers that paid you to sleep, and that anyone could apply for. The news spread quickly with national coverage from outlets including CNN, The Late Show with Stephen Colbert, Good Morning America, Forbes and Business Insider.
3,000 people applied for 3 coveted spots. Once our Casper Sleepers were hired, they were outfitted in our comfiest pajamas and went right to work. Our team documented the entire process and turned it into social content across all our platforms, including Tiktok, Twitter, Instagram, Facebook, Pinterest and BeReal. Fans followed the Casper Sleepers as they snoozed in Casper storefronts all over NYC. Then one day they really got to show off their sleeping abilities with an outdoor stunt, sleeping in bed in the middle of Midtown Manhattan. As commuters were starting their workday, they passed our Casper Sleepers, fast asleep in a bed surrounded by the bustling city. The campaign put sleep at the forefront and gave everyone what they wanted, a job they could do with their eyes closed.
2023 Awards
Total Points: 3
Merit
Credits
Agency
VaynerMedia / New York
PR / Marketing Agency
Moxie Communications / New York
Client / Brand
Casper / New York
Production Company
Eva Nosidam Productions / New York
Chief Creative Officer
Rob Lenois
Chief Marketing Officer
Chesen Schwethelm
Director
Nathan Crooker
Director of Photography
Brian Jackson
Executive Producer
Steven Kostyo
Group Creative Director
Jackie Blaze
Katherine O'Brien
Producer
Nicholas Bourne
Rodney Byerson
Product Designer
Lenny Tso
Strategist
Lia Kakoulidis
Account Executive
Taylor Sixbury
Account Supervisor
Tara Levy
Associate Creative Director
Evan Elberson
Molly Johnson
Chief Executive Officer
Gary Vaynerchuck
Chief Production Officer
Maya Brewster-Dorian
Associate Director, Media
Gianna Teodoro
Casper Sleeper
Dan Biglin
Kayla Odom
Chief strategy Officer
Wanda Pogue
Contextual Creative
Danny Chamberlain
Katie Haller
Creator
Brianda Agramonte
Jane Baduini
Lucas Porter
Nina Taubes
Simon Kuflik
Walt Brandt
Director, Brand & Product Marketing
Laura Castilla
Director, Brand Engagement
Dana Yacyk
Director, Media Buying
Kaily Groover
Director, Strategy
Vanessa Quincey
Manager, Brand Marketing
Karen Garcia
Project Coordinator
Maya Katritos
Senior Creator
Samantha Larocca
Chloe Wilt
Senior Project Manager
Jill Jandl
Social Media Specialist
Olivia Chavez
SVP, Client Services
Lisa Harap
SVP, Strategy
Jason Chan
VP, Client Services
Matthew Schuierer
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