SleepMaker launches new brand campaign via WolfKing

Bedding company SleepMaker has partnered with Sydney-based creative agency and production company WolfKing to launch a new brand campaign highlighting the impact of a good nights sleep.

The campaign takes an emotive approach to describing the comfort and importance of a good sleep, building in pace and anticipation to reveal ‘what’ SleepMaker creates.

The 60-second spot describes what SleepMaker makes as ‘the most precious thing in the world, more valuable than diamonds, more precious than gold’, ending on the revelation: ‘We Make Sleep’.

SleepMaker’s head of marketing Felicity Turner said the emotive approach to an often-undervalued product and the impact it can have on your life is just what is needed to reconnect the brand to Australians.

“It’s been some time since we’ve invested in telling our brand story and what SleepMaker stands for,” said Turner.

“It encapsulates what SleepMaker is about – we are obsessed with making the most precious thing in the world and helping all Australians get the best sleep they can.”

Creative partner at WolfKing Dave King said the brief was designed to highlight SleepMaker’s dedication to something everyone needs; good, nourishing sleep on a regular basis.

“We’re super proud of the We Make Sleep platform. It elevates not only the importance of sleep in our lives, but also the role SleepMaker plays in providing it to so many Australians. We’ve loved every moment working with the entire SleepMaker team.”

The campaign rolls out nationally across digital, out of home, free to air TV, pay TV, BVOD and social media.


Client: SleepMaker/The Comfort Group (TCG)
Head of Marketing TCG: Felicity Turner
Marketing Manager Australia: Zsuzsa Zalatnai

Creative agency and Production Company: WolfKing
Creative Partners: Jason Woelfl and Dave King
Company Director: Andy Pontin
Executive Producer: Susannah Myerson
Director: Ant Rose

Media buying agency: Ryvalmedia

Public relations: Soda Communications


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