Better Sleep means better performance, but Americans are sleeping less than ever before. With Sleep Number launching its new Sleep IQ technology and 360 Smart Beds, we decided to pivot the conversation to the critical topic of health and wellness. If we could make sleep famous, the Number #1 name in sleep and established thought leader in the space would see results.

Sleep Science

We began by profiling those who don’t follow the pattern of the sun. A fisherwoman, a fish broker, a Chef. A Hockey Coach, the Zamboni Driver, the Figure Skater.

We gave them each a bed, and let the data speak for itself. In a market crowded by direct-to-consumer start up advertising, our brand storytelling about passionate professionals seeing measurable results resonated with audiences, leading to over 91% recall of the marketing.

Peak Performance

With every season, we kept going to new extremes to find even more demanding and overlooked sleepers.

But what about the peak performers we see every day. We turned to the NFL. With athlete health as top of mind, Sleep Number became Official Wellness Sponsor of the NFL and offers every active NFL player a Sleep Number bed complete with SleepIQ technology.

With our fifth season we pushed even further, supporting everyday heros— our first responders who never know when they’ll be called to perform.

With 87% more interest in Sleep Number, the brand is firmly cemented as the most powerful name in sleep.

Role: Creative Director / Creative Strategy (Original Campaign, Season 1 + NFL Extension)

Client: Sleep Number

Link: www.sleepnumber.com

Director: Rich Butterworth