SLEEPY CAMPAIGN

ClientSHANGHAI DIAMOND TRADE INTERNATIONAL
ProductDIAMOND COFFEE
EntrantLEO BURNETT HONG KONG, HONG KONG
Type of EntryDesign: Corporate or Brand Itendity
CategoryA02. Posters
TitleSLEEPY CAMPAIGN
Product/ServiceDIAMOND COFFEE
Entrant Company:LEO BURNETT HONG KONG, HONG KONG
Design/Advertising Agency:LEO BURNETT HONG KONG, HONG KONG

Brief Explanation

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 Brief

The client needed to boost the brand amongst functional coffee drinkers, and establish itself as the coffee that really wakes you up.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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).

Credits

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