Casablanca Design & Branding DEEP SLEEP CAMPAIGN by Leo Burnett Hong Kong

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Industry Household maintenance & pet products
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Art Director Martin Tong, Nateepat Jaturonrasmi
Copywriter Spring Liu
Account Supervisor Alan Ng
Illustrator Surachai Puthikulangkura
Released March 2011

Credits & Description

Category: Posters
Advertiser: CASABLANCA
Product/Service: I-PILLOW
Date of First Appearance: Mar 21 2011
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Creative Director / Copywriter: Nutchanun Chiaphanumas (Leo Burnett Hong Kong)
Copywriter: Spring Liu (Leo Burnett Hong Kong)
Art Director: Nateepat Jaturonrasmi (Leo Burnett Hong Kong)
Art Director: Martin Tong (Leo Burnett Hong Kong)
Account Supervisor: Alan Ng (Leo Burnett Hong Kong)
Illustrator: Surachai Puthikulangkura
Media placement: Poster - Casablanca Stores - 12 April 2011

Describe the brief from the client
To promote a new product - the “I-Pillow”.

Describe the challenges and key objectives
There are many pillow products in the market, with all sorts of different functions and materials. The key objective was to break through all these products and jargon, and become one of the top-of-mind names when choosing a pillow.

Describe how you arrived at the final design
Instead of showing another beautiful shot of someone sleeping, we decided to exaggerate what happens when you sleep really well. People who sleep poorly toss and turn. People who sleep well stay very, very still.

Give some indication of how successful the outcome was in the market
Inquiries about the brand increased, with a significant number leading to trial of the I-Pillow, and subsequent sales.