Hopeful Monsters develops global sleep campaign for Resmed
Sleep technology company Resmed has launched a new global campaign, enlisting the help of a ‘sleep monster’ developed by local creative agency partner Hopeful Monsters.
The latest consumer health campaign — launched on Friday March 14, or World Sleep Day — illustrates how poor sleep can disrupt a person’s day when left untreated.
It introduces the sleep monster – a metaphorical burden that can throw a person’s life into chaos.
According to Resmed’s Paul Sommer, senior manager of global consumer campaign strategy, 22% of people globally don’t seek help when suffering from poor sleep.
In Australia, that number rises to 41%.
“We needed a distinctive, category-leading campaign that showed people the effects of poor sleep and encouraged them to start the journey towards better sleep health with Resmed,” he said in a media release on Friday.
The campaign aims to combine “humour and heart”, bring the issue of poor sleep to the forefront in a way that Hopeful Monsters has described as both “fun and thought-provoking”.
It encourages people to say goodbye to the sleep monster, by getting help with their poor sleep habits.
Carl Moggridge, creative partner at Hopeful Monsters, said in the media release: “Many people suffer from prolonged poor sleep health, which is a serious issue that can be difficult to understand and confronting to address.
“Through a puppeteered sleep monster and some light entertainment, we wanted to normalise seeking help, the same way we do with other health issues.
“This is our second global campaign in as many years for Resmed, and we’re proud to help the team on their mission to help every person achieve their full potential through better sleep and breathing,” he said.
The campaign will be live across TV, radio, digital, and OOH channels, as well as activations out on the streets.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Carl Moggridge
creative
global campaign
Hopeful Monsters
Paul Sommer
ResMed
sleep monster
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