Title | SLEEPY CAMPAIGN |
Brand | SHANGHAI DIAMOND TRADE INTERNATIONAL |
Product / Service | DIAMOND COFFEE |
Category | A02. Posters |
Entrant | LEO BURNETT HONG KONG, HONG KONG |
Entrant Company: | LEO BURNETT HONG KONG, HONG KONG |
Design/Advertising Agency: | LEO BURNETT HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Connie Lo | Leo Burnett Hong Kong | Executive Creative Director |
Nutchanun Chiaphanumas | Leo Burnett Hong Kong | Creative Director/Copywriter |
Joe Chan | Leo Burnett Hong Kong | Creative Director/Copywriter |
Wen Louie | Leo Burnett Hong Kong | Creative Director/Copywriter |
Nateepat Jaturonrasmi | Leo Burnett Hong Kong | Senior Art Director |
Claudia Wong | Leo Burnett Hong Kong | Senior Art Director |
Spring Liu | Leo Burnett Hong Kong | Copywriter |
Margaret Chan | Leo Burnett Hong Kong | Management Supervisor |
Basil Cheung | Leo Burnett Hong Kong | Brand Manager |
Anuchai Sricharunputong | Photographer | |
Nok Pipattungkul | Photographer | |
Remix Studio Bangkok | Production House |
We needed to jolt the viewer out of their normal routine, and a purely rational approach would not be enough. We needed to think of something that didn’t just let them know that they should drink Diamond Coffee when they’re sleepy, but would make them FEEL it.
The client needed to boost the brand amongst functional coffee drinkers, and establish itself as the coffee that really wakes you up.
The idea was to really make the viewer feel the need for a coffee, so we designed an ad that induces sleepiness. Using a simple trick of the eye built into scenarios associated with becoming sleepy, we targeted both their reason and their senses.
Not only did sales increase more than the same period last year, but people were asking for copies of the ad to send to friends to try for themselves. Fortunately, no increase in sleep-related accidents were recorded (that we know of).