Casablanca: DEEP SLEEP CAMPAIGN

Credits & Description:

Category: Posters

Advertiser: CASABLANCA

Product/Service: I-PILLOW

Agency: LEO BURNETT

Date of First Appearance: Mar 21 2011

Entrant Company: LEO BURNETT, Hong Kong, HONG KONG

Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)

Creative Director / Copywriter: Nutchanun Chiaphanumas (Leo Burnett Hong Kong)

Copywriter: Spring Liu (Leo Burnett Hong Kong)

Art Director: Nateepat Jaturonrasmi (Leo Burnett Hong Kong)

Art Director: Martin Tong (Leo Burnett Hong Kong)

Account Supervisor: Alan Ng (Leo Burnett Hong Kong)

Illustrator: Surachai Puthikulangkura

Media placement: Poster - Casablanca Stores - 12 April 2011



Describe the brief from the client

To promote a new product - the “I-Pillow”.



Describe the challenges and key objectives

There are many pillow products in the market, with all sorts of different functions and materials. The key objective was to break through all these products and jargon, and become one of the top-of-mind names when choosing a pillow.



Describe how you arrived at the final design

Instead of showing another beautiful shot of someone sleeping, we decided to exaggerate what happens when you sleep really well. People who sleep poorly toss and turn. People who sleep well stay very, very still.



Give some indication of how successful the outcome was in the market

Inquiries about the brand increased, with a significant number leading to trial of the I-Pillow, and subsequent sales.