The Sleep Collection

The Sleep aid category has become an obstacle course, bombarded with confusing marketing messages and visual clutter. It was time for a change. The idea: Elevate the category with substantiated claims. To launch the Papa & Barkley’s Sleep Collection we communicated the product experience through real customer trials, not through traditional marketing messaging. Our Integrated Sleep Better campaign created a different, memorable and convincing communication, designed to engage people. Talk to them, not at them.

Creative Direction, Production