As part of its retail promotion plan, the brief was to create a carrier bag for its range of bed-sheets and pillow covers that not just did the job of carrying the products, but also furthered its brand proposition of being ‘sleep specialists’.

It's difficult to quantify the success of a carrier bag, but if the client’s reaction and customers’ delight are any indicator, this project was a runaway success (walkaway maybe). In the mattress/ bed sheet market nothing even close to this had been attempted.

The carrier bag had on it the face of a young man with his eyes open. When the bag is lifted, an eye mask attached to the carrier bag’s string handles lifts up and covers the eyes of the man, making it look as if he’s sleeping. In the process it also reveals the Sleepwell logo.

The bag was given out at Sleepwell outlets. The effect was furthered by the fact that Indians love to re-use their carrier bags, which turned a simple free giveaway into a mobile ambient messaging device.