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eve sleep's Quirky Animated Spot Gets You Up with 'Le Coq'

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adam&eveDDB launches new advertising campaign for eve sleep to promote the benefits of sleep wellness
eve sleep's Quirky Animated Spot Gets You Up with 'Le Coq'

eve sleep, the sleep wellness brand that sells mattresses online and through retail partners, has launched a new advertising platform in France called ‘La Vie En Jaune’ (‘Life In Yellow’). To mark the launch the brand has created a new film, ‘Le Coq’, featuring a stop motion singing cockerel, encapsulating the feeling you get when you wake from having had a really great night’s sleep. 

Created by adam&eveDDB, the new campaign marks a strategic shift for the sleep wellness brand. 

The ‘La Vie En Jaune’ platform – inspired by eve sleep’s yellow brand identity and core product benefit: by giving people a better night's sleep, it helps customers wake up feeling full of optimism and energy – pays a passing nod to ‘La Vie En Rose’, the signature song of popular French singer Edith Piaf. 

The line will now be eve sleep’s end line across all communications in France.

The ‘Le Coq’ campaign, eve sleep’s first major branding push in France, comprises three TV commercials, two DRTV commercials and sponsorship of ‘C à Vous’ – an early evening French TV show broadcast each weeknight on France 5 – supported by four sets of branded top and tail idents.

In the hero commercial, directed by Peter Sluszka from New York-based Hornet Animations, a cockerel wakes up feeling so amazing that he breaks out into a dramatic yodel rather than the expected grating crow. The idea thus symbolises the energising and uplifting impact of a great night's sleep on an eve.

The new campaign comes after eve sleep’s strong performance over the past year. In 2020, the company’s revenue rose 6% to £25m driven by 18% growth in the second half of the 12 month period to December 31st 2020.

Airing in France from May 2nd, the new campaign is designed to further support eve sleep’s future growth across Europe.


Charles Digby-Smith, managing director France at eve sleep said “here at eve we've always done things a little differently. We know how amazing you feel after a great night's sleep, and our business and culture is built around helping as many customers as possible enjoy that feeling each and every day. That feeling, we've come to realise, is the feeling of living a life in yellow. And what better way to celebrate that than the launch of a yodelling cockerel?”

Paul Billingsley, managing director at adam&eveDDB, said: “eve sleep wants to redefine the mattress category in France. This new campaign establishes the brand as a business whose amazing sleep products don’t just help you sleep better – they help you see the world in a different light.

“Our brief was to bring to life the way you feel after sleeping on an eve sleep mattress. Our response articulates eve sleep’s mission to make the world a happier, healthier place through better sleep and brighter mornings by giving people the sleep they need to rise and shine.” 


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Creative

Chief Creative Officer: Richard Brim

Creative Directors: Mark Lewis, Matt Fitch, Nat Potter

Copywriter: Edward Usher

Art director: Xander Hart

Agency producer: Kreepa Naisbitt

Planners: James MacAskill, Martin Beverley

Project Manager: Abi Robinson

Managing Director: Paul Billingsley

Account Director: Mitch Lovich

Account Manager: Yael Genossar

Design: King Henry
Designers

Producer: Gwenaela Quillere

Media

Media agency: Mediaplus (France)

Production 

Production company: Hornet Animations Inc.

Executive Producer: Anne Skopas

Producer: Trever Stewart

Director: Peter Sluszka

Music 

Music Supervisor: Theodore Music

Audio Post Production: Mark Hills at Factory

Bande son : Hocus Pocus de Focus

Genres: Animation, Comedy

Categories: Home, Soft Furnishings

adam&eveDDB, Fri, 30 Apr 2021 10:12:50 GMT