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Creatives Sleep Well, According to Sid Lee Paris and Simmons

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'Tomorrow starts tonight' campaign focuses on sleep as a time to recuperate and heal

Creatives Sleep Well, According to Sid Lee Paris and Simmons
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 centres 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. 

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Client

Advertiser: Simmons (Adova Group)

Brand Manager: Anne-Laure Dron

Brand Communications Manager: Prescilia Cocteau

Marketing Director: AméLie Thiriet

CEO: Jacques Schaffnit

Music

Music Company: Benzene

Music Producer: Benjamin Desplanques

Creative Agency

Creative Agency: Sid Lee Paris

Copywriter: Kim Froissant

Art Director: Romain Lehur

Producer: Marine Redon & Benoit Fernandes

Managing Director: Mehdi Benali, Bruno Lee

President: Johan Delpuech

Client Director: Thomas Lec’Hvien

Director of Production: Thomas Laget

Strategist: Augustin Pietrini

Content Director: Antoine Ferrari (Commercials)

Chairman: Sylvain Thirache (Creative Director)

Genres: Music & Sound Design

Categories: Home, Bedroom

Sid Lee, Wed, 27 Jun 2018 12:31:45 GMT