AGENCY: SID LEE PARIS
Chairman / Creative Director: Sylvain THIRACHE
President: Johan DELPUECH
Managing Director: Mehdi BENALI
Commercial Director: Antoine FERRARI
Client Director: Thomas LEC’HVIEN
Account Manager: Nicolas BOIVIN
Creative Director: Stéphane SOUSSAN
Art Director: Romain LEHUR
Copywriter: Kim FROISSANT
Director of Production: Thomas LAGET
Producers: Marine REDON & Benoit FERNANDES
Production: GRAND CRÈME
Producer: Julia DUTRIEZ
Directors: Hugo KERR, Gabriel DUGUÉ
Music: BENZENE
Producer : Benjamin DESPLANQUES
BRAND: SIMMONS (ADOVA GROUP)
CEO: Jacques SCHAFFNIT
Marketing Director: Amélie THIRIET
Brand Manager: Anne-Laure DRON
Communications Manager: Prescilia COCTEAU
Published: June 2018
Synopsis:
Since the beginning of 2018 the brand of comfort and well-being mattresses, Simmons, has been rolling out a new platform, created by agency Sid Lee Paris: “Tomorrow starts tonight.”
The tech-focused brand of the Adova group doesn’t view sleep as simply a break from the day, but rather time to recuperate and heal, time for our muscles to regenerate and our brain to recover. It allows us to think more clearly and better express ourselves during the waking hours. In short, sleep is more productive than we tend to think.
And because our nights determine our days, Simmons created ‘Good Sleep for Great Ideas’, a campaign promoting both the brand and its Air+mattress. The film, which centers on the idea of awakening the inner creativity that lies in each of us, illustrates the connection by masterfully transposing key moments of creativity, reflection and awareness into the rectangular form of a mattress.