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Team GB Sleep Like True Olympians in Campaign Film from Dreams
14/04/2021
Group745
Advertising Agency
London, UK
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With 100 sleeps until the Tokyo 2020 Olympic Games, Team GB and ParalympicsGB partner Dreams launches new campaign to highlight the power of sleep
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As Official Sleep Partner of Team GB and ParalympicsGB, Dreams is marking today’s ‘100 Sleeps to Go’ milestone by revealing just how seriously athletes take their sleep in comparison to average Brits.

In a survey of Team GB athletes and over 2,000 Brits, the UK’s most recommended bed retailer uncovered that:

- While 6 out of 10 Team GB athletes (58%) make sure they sleep for an average of 8 to 10+ hours a night, two thirds of everyday Brits (66%) are sleeping for under 8 hours, with 1 in 5 (21%) averaging only 6 hours per night

- A quarter (25%) of Brits have found their sleep has been negatively impacted by the pandemic, but 7 out of 10 Team GB athletes have maintained their good sleep habits and either slept the same number of hours (37%) or slept even better (33%) throughout Covid-19

- Almost 100% of Team GB athletes surveyed (98%) agree that sleep is important to their sporting performance, with more than 6 in 10 (61.2%) feeling that their sleep is equally important as their physical training

To celebrate the power of sleep, Dreams has released a short campaign film featuring the brand’s Team GB ambassadors Max Whitlock (Gymnastics), Jade Jones (Taekwondo), Maddie Hinch (Hockey) and Shauna Coxsey (Sport Climbing). The tongue-in-cheek ‘training’ film features the athletes limbering up and getting in the zone for…a quality night’s sleep.

Completing Dreams’ Team GB line-up are track cycling stars Laura and Jason Kenny, who – alongside their fellow ambassadors - can now be found on Dreams’ Team GB website, taking part in a series of ‘Sleep Talking’ Q&A videos, covering their sport, Tokyo and, naturally, their sleep habits.

Team GB Gymnast Max Whitlock said: “Although we’ve shown the fun side of our sleep training for this Dreams campaign, as athletes we really do take our sleep seriously, and never more so than in an Olympic year. It’s brilliant to be working together with Dreams to make sure I can get the best sleep possible right through to Tokyo, and help others learn about the power of sleep too.”

Simon Moore, director of marketing at Dreams, commented: “As the Official Sleep Partner for both Team GB and ParalympicsGB, the athletes’ sleep matters hugely to all of us at Dreams. Throughout the build-up to the Tokyo Games and even in the athletes’ village, we will be using our expertise and products to do everything we can to support the all-important sleep training of Team GB and ParalympicsGB.

“Not only that, it’s Dreams’ mission to help the whole nation get a better night’s sleep, and we hope our athletes’ gold standard sleep habits will inspire everyone to get the sleep training they need for everyday life.”

Dreams will also soon be marking ‘100 Sleeps to Go’ until the Paralympic Games. Follow @Dreams_Beds and visit Dreams.co.uk to find out more.

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