Casablanca: GOODNIGHT, TROUBLES

Credits & Description:

Advertiser: CASABLANCA
Agency: LEO BURNETT HONG KONG
Category: Print and Poster Ads
Illustrator: Andrey Gordeev
Creative Director: Alfred Wong (Leo Burnett/Hong Kong)
Executive Creative Director: Connie Lo (Leo Burnett/Hong Kong)
Copywriter: Jessie Fung (Leo Burnett/Hong Kong)
Associate Creative Director/Art Director: Kenny Ip (Leo Burnett/Hong Kong)
Brand Executive: Rosa Pang (Leo Burnett/Hong Kong)
Creative Director: Wen Louie (Leo Burnett/Hong Kong)
Creative Director: Brian Ma (Leo Burnett/Hong Kong)
Art Director: Ra Tang (Leo Burnett/Hong Kong)

Client Brief Or Objective
As a brand focused on quality bedding products, Casablanca aims to provide quality sleep to everyone. Introducing I-Pillow, which can improve the quality of sleep and therefore the physical and mental health of its users.

Outcome
The interesting illustrations attracted a lot of attention, and helped the work stay light-hearted in the midst of our stressful life. As a result, the campaign helped drive a 29% increase in inquiries, which translated into a 15% increase in sales over the same period last year.

Implementation
To show people that a good night’s sleep can help relieve the stress they have, we created mirror images centered around the I-Pillow. On one side, we show a character sleeping well. Mirrored on the other, we show the source of their daytime stress, also sleeping soundly. This illustrates the message of “When you sleep well, your troubles sleep well too.”We used a quirky illustration style to further reduce the feeling of stress, and to give the work an interesting, slightly dreamy tone to reflect the product’s sleep theme.

Brief Explanation
Hong Kong, the city that can’t sleep. Studies have revealed that 2.2 million Hong Kong adults have trouble sleeping. Most cite the stress of day-to-day life as the main reason.People usually underestimate how important it is to choose the right pillow for a good night's sleep. We need to make people aware that with I-Pillow, they can get a good night’s sleep, which will relieve them of daytime stress and let their body and mind relax.