‘A good night’s sleep can make you feel superhuman’: ResMed launches global campaign via Hopeful Monsters
Australian-born sleep technology company ResMed has launched its first-ever global brand campaign, set to roll out across 12 markets, via indie creative agency Hopeful Monsters.
The agency developed the strategic and creative platform, and managed the full campaign production.
‘Discover Your Sleep Superpowers’ shares a core message that a good night’s sleep can unlock benefits that make a person feel ‘almost superhuman’.
“ResMed identified early in the process the need to get creative and build a distinctive campaign that’s relatable and that people around the world want to connect with,” said Paul Sommer, senior creative brand lead at ResMed.
“Our partnership with Hopeful Monsters, and the resulting ‘Discover Your Sleep Superpowers’ campaign delivers on this desire.”
Originating in Australia, ResMed aims to inspire and energise the world with improving sleep health.
Its recent survey revealed nearly four in 10 people globally experience less than three nights of good sleep a week, and it hopes to change that.
The new spot takes the audience on a journey of what it’s like to get a good sleep, and in turn, feel superhuman.
Carl Moggridge, creative partner at Hopeful Monsters, said: “It’s fair to say there’s a sleep crisis happening around the world. And whilst it’s a super serious issue, we don’t always take it seriously.
“The reality is a good night’s sleep can make you feel almost superhuman,” he continued.
“When your sleep health is in check, it can give you extra energy and focus to tackle the day ahead. It can make you more productive at work. It can help you deal with flat-pack furniture and dead fish dramas.”
Globally, the campaign is rolling out across TV, OOH, a microsite, social and internal comms.
Hopeful Monsters’ in-house production team also used generative AI via Adobe Firefly to efficiently localise the campaign in seven out of the 12 global markets.
Hopeful Monsters also brought ResMed’s fourth global sleep survey to life as a visual ebook and infographic.
The survey featured 36,000 respondents across 17 markets, with some respondents’ stories being brought to life through a series of animated videos.
“This year, we are thrilled to kick off our first fully integrated omni-channel brand campaign for World Sleep Day. Building on an incredible brand foundation, this campaign hopes to inspire people to take control of their sleep health,” said Alena Caras, senior manager, global brand at ResMed.
“We’ve launched activations across television, digital, print, PR/media, and pop-up experiences around the globe and we can’t wait to see how it resonates.”
Credits:
Hopeful Monsters
Katie Barclay – Founder & CEO
Carl Moggridge – Partner
Alycia Raco – Strategy director
Tegan Knight – Senior business director
Brendan McGovern – Creative director
Blair Ellis – Account director
Lucy Couthart – Account director
Patrick Timms – Copywriter
Leah Spadone – Designer
Kate Morgan – Designer
Jasmine Cooper-McCredie – Senior account executive
Mint Productions
Director – Andrew Seaton
DOP – Matt Samperi
Producer – Nick Mutton
1st AD – Chris Turner
Casting director – Matthew waters
Editor – Kelly searanke
Colourist – Greg “Elvis” Constantaras
Hair & make up artist – Leora Bekk
Costume designer – Jo Ayling
Production designer – Ed Whitfield
Grip – Mark “Moose” Abrahams
Gaffer – Mat Wilson
Superhero Dad – Ron Smyck
Daughter – Koko Wales
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Thanks for the feature Mumbrella. Incredible to see the campaign resonating with so many audiences around the globe.
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