ResMed, a prominent figure in sleep technology on a global scale, has introduced its inaugural worldwide brand initiative, ‘Discover Your Sleep Superpowers,’ through the collaboration with independent creative agency Hopeful Monsters.
Hopeful Monsters took charge of the strategic and creative aspects of the campaign, overseeing its full production rollout across 12 international markets.
Paul Sommer, Senior Creative Brand Lead at ResMed, emphasizes the importance of crafting a campaign that resonates universally and fosters meaningful connections worldwide. The partnership with Hopeful Monsters has resulted in the creation of ‘Discover Your Sleep Superpowers,’ meeting this objective effectively.
The campaign’s core message revolves around the notion that quality sleep can unleash remarkable benefits, making individuals feel almost superhuman. Leveraging various channels such as TV, out-of-home (OOH), a global microsite, social media, earned media, and internal communications, Hopeful Monsters employed generative AI (via Adobe Firefly) to localize the campaign efficiently across seven markets.
ResMed’s mission, originating from Australia, aims to inspire and invigorate global communities with the transformative power of improved health. According to ResMed’s recent Sleep Survey, nearly four in ten individuals worldwide experience less than three nights of restful sleep per week.
The TV commercial, developed in collaboration with production company Mint, vividly portrays the experience of ‘Unlocking Your Sleep Superpowers.’ Featuring a relatable scenario of high-pressure parenting and cinematic superhero flair, the commercial premiered during the San Diego Tennis Open and is broadcasted across TV, digital platforms, and social media channels worldwide.
Carl Moggridge, Creative Partner at Hopeful Monsters, underscores the severity of the global sleep crisis and the transformative potential of quality sleep. The campaign aims to shed light on the significant impact of sleep health on overall well-being, productivity, and daily resilience.
Coinciding with the campaign launch, ResMed unveiled its fourth global sleep survey, featuring insights from 36,000 respondents across 17 markets. Hopeful Monsters transformed these findings into visually engaging content, including an ebook and infographic, serving as the centerpiece of the earned media campaign. Additionally, animated videos featuring real-life stories of individuals discovering their sleep superpowers were produced.
Alena Caras, Senior Manager of Global Brand at ResMed, expresses excitement about launching the integrated omni-channel brand campaign in conjunction with World Sleep Day. With activations spanning television, digital platforms, print media, PR initiatives, and global pop-up experiences, the campaign aims to inspire individuals to prioritize their sleep health and take control of their well-being.
Creative Agency – Hopeful Monsters
Katie Barclay – Founder & CEO
Carl Moggridge – Partner
Alycia Raco – Strategy Director
Tegan Knight – Senior Business Director
Brendan McGovern – Creative Director
Blair Ellis – Account Director
Lucy Couthart – Account Director
Patrick Timms – Copywriter
Leah Spadone – Designer
Kate Morgan – Designer
Jasmine Cooper-McCredie – Senior Account Executive
Mint Films
Director – Andrew Seaton
DOP – Matt Samperi
Producer – Nick Mutton
1st AD – Chris Turner
Casting director – Matthew waters
Editor – Kelly searanke
Colourist – Greg “Elvis” Constantaras
Hair & Make Up Artist – Leora Bekk
Costume Designer – Jo Ayling
Production Designer – Ed Whitfield
Grip – Mark “Moose” Abrahams