This campaign ran as a tradition print campaign in all its glory - a perfect medium to bring focus to the beauty of the idea and art direction while also keeping in mind the audience at hand - politicians, the people we're after to buy the pillows, and the few remaining that are subscribed to traditional mailing of physical print.

We needed to sell a product made for the few under a brand known to make better sleep accessible for the many. The strategy was simple. In line with bettering the sleep of the many, we went after the few – they are the ones who couldn’t afford our product after all. And from there, politics seemed like a natural choice. The politics of sleep is a well-documented, and often romanticized phenomenon. It was time for us to hold those in charge accountable, and provide a solution that allows them to sleep well where it matters the most: the bedroom.

Globally, sleep is in decline. As a leading retailer specializing in the sleep business, there was an added weight of needing to sell our pillows, which come at a hefty price tag during an economic downturn, and a budget of just under $5,000. We needed to drive sales, and fast. Our goal was to emphasise the importance of quality sleep off the job for enhanced productivity on the job. And while workplace attentiveness is a universal concern, we needed to align it with our brand ethos—catering to the many, not just a few. It is through this lens that we decided to go on a political route as the decisions made by politicians (the few), if made with low attention and fatigue, affect the many, and reversed it through our product – a product for the few, to inspire better decision making for the many.

1.8 million social media impressions of a print campaign.

33% increase in direct sales of pillows.

12% increase in mattress and bedding accessory sales.