GOODNIGHT, TROUBLES CAMPAIGN

TitleGOODNIGHT, TROUBLES CAMPAIGN
ClientCASABLANCA
Product / ServiceI-PILLOW
CategoryA02. Posters
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG

Brief Explanation

Hong Kong, the city that can’t sleep. Studies have revealed that 2.2 million Hong Kong adults have trouble sleeping. Most cite the stress of day-to-day life as the main reason. People usually underestimate how important it is to choose the right pillow for a good night's sleep. We need to make people aware that with I-Pillow, they can get a good night’s sleep, which will relieve them of daytime stress and let their body and mind relax.

The Brief

As a brand focused on quality bedding products, Casablanca aims to provide quality sleep to everyone. Introducing I-Pillow, which can improve the quality of sleep and therefore the physical and mental health of its users.

How the final design was conceived

To show people that a good night’s sleep can help relieve the stress they have, we created mirror images centered around the I-Pillow. On one side, we show a character sleeping well. Mirrored on the other, we show the source of their daytime stress, also sleeping soundly. This illustrates the message of “When you sleep well, your troubles sleep well too.” We used a quirky illustration style to further reduce the feeling of stress, and to give the work an interesting, slightly dreamy tone to reflect the product’s sleep theme.

Indication of how successful the outcome was in the market

The interesting illustrations attracted a lot of attention, and helped the work stay light-hearted in the midst of our stressful life. As a result, the campaign helped drive a 29% increase in inquiries, which translated into a 15% increase in sales over the same period last year.

Credits

Name Company Position
Andrey Gordeev Illustrator
Rosa Pang Leo Burnett/Hong Kong Brand Executive
David Chow Leo Burnett/Hong Kong Brand Director
Jessie Fung Leo Burnett/Hong Kong Copywriter
Ra Tang Leo Burnett/Hong Kong Art Director
Kenny Ip Leo Burnett/Hong Kong Associate Creative Director/Art Director
Wen Louie Leo Burnett/Hong Kong Creative Director
Alfred Wong Leo Burnett/Hong Kong Creative Director
Brian Ma Leo Burnett/Hong Kong Creative Director
Connie Lo Leo Burnett/Hong Kong Executive Creative Director