The Sleep Boss launches ‘Sleeping on Another Planet’ campaign via The Creative Cartel
“Sleep, it’s such a small word for the huge importance it holds”, so says the voiceover in the new online film for Melbourne based company, The Sleep Boss, and it’s a fundamental belief of CEO Rachael Coupe. “The Sleep Boss is a business on a mission, not only to help people sleep well but to help save the planet too,” adds Coupe.
The Sleep Boss’ new campaign was created and produced by newly appointed agency The Creative Cartel, a creative shop drawing on worldwide talent and founded in Sydney by creative director Daragh Ledwidge.
As well as an online video, The Creative Cartel created a new logo, a new brand look and feel, packaging design, social posts, digital, and OOH executions.
Says Ledwidge: “Rachael was the ideal client to work with. As a start-up, they didn’t have big budgets but they trusted us to deliver the work they needed and that fired our enthusiasm even further.”
Says Coupe: “When we met with The Creative Cartel, it was obvious that they just got us. We love to bring solutions for sleep and relaxation to our customers, but we wanted to share the earth-friendly benefits of everything else we do too. By the time we’d unpacked all that we wanted to achieve, we knew there was a lot of work to do. When Daragh and his team shared the ‘Sleeping On Another Planet’ concept, they managed to encapsulate our entire mission in just four words. The Creative Cartel simply excelled.”
Client: The Sleep Boss
Founder | CEO: Rachael Coupe
Creative Agency: The Creative Cartel
Founder | Creative Director: Daragh Ledwidge
Writer: Jason Hynes
Designer: Amanda Gleeson
Post Production: The Hive
Editor: Christopher Baron
Music and Sound Design: Andro Martinez
Voiceover: Damien Linklater
Media Agency: Apparition Media
44 Comments
Wow! This looks….well it just looks WOW! The stunning imagery with those beautiful words combined with a smart and classic ‘recycled design look’ is incredibly smart and (yes I’m saying it again) “WOW!!”. Well done Creative Cartel! The start of many great campaigns from you guys I’m sure!
It’s pretty impressive to have an entire 60″ video, 13 social ads and two OOH executions that don’t explain what the product is.
Sure those galaxy background look nice, but the product name, tagline, headlines and script are all incredibly lofty… at least chuck a product image in there or something?
It’s pretty as an identity but for a new brand its really important to land those initial associations of what the product actually is in your comms. From the film, I have no idea.
What a great way to start an agency with a great-looking campaign and a very happy client. Look forward to seeing more work. Well done CC.
Congratulations on the win team. Great news.
Well done DL & Co.
Nice work, well crafted. Got me straight to the website. Job done.
But it’s pretty obvious when you comment on your own work.
Let me make a wild guess. You’re brave enough to slag off people anonymously online but not brave enough to start your own agency, win your own client and post your work where small minded cretins can take a poke? Tough guy/gal.
Love the imagery, the voice, the words are beautifully crafted an i think explain the ethos of the brand. Its deeper than just a product image, it describes an ethos.
Well done TCC!
Love me some cosmic craft… Beautiful work, crew.
ZZZZZZZZZZZZZZZ
Nice one, great to see the new agency model kicking off with a full suite of work. To infinity and beyond!
Is Sleep Boss?
The Sleep Boss has such a wonderful company ethos. All of the sleep products and advice they give really do come from a place of love. Well done Rachael for creating such a beautiful business ?.
What are you selling me? a bed? an audio book? scented candles? I’m so confused.
The campaign directs you to the website. There you will find out all about what The Sleep Boss has to offer. Yes, scented candles are on offer, essential oils and herbal teas. Which all feature in the film. If you delved a little deeper you might find some solutions to cure your negativity, confusion and lack of empathy.
So a consumer is meant to do their own research to find out what the company does because a 60 second ad sold them an ‘ethos’?
the work doesn’t explain the product. 101.
Excellent work, I had to check out the website. Lots of great products and gift ideas.
Lovely work Daragh and team! Premium feel to it all and had me heading off to the site to find out more – great start for SB and TCC. Ni ni.
Imagery looks fantastic, wording leans into the concept. Creates an intrigue for more site click-throughs too. Stunning!
and cant be bothered spending more than the 60 seconds I already have finding out.
Congrats Daragh and team. Beautifully crafted as always!
There’s my mum’s house…
The astroturf is waist high on this one.
Nice work Daragh! This is awesome!
Smart, simple and soothing! It immediately made me check out your web page which itself looks awesome, full of great gift ideas – Aromatherapy, bath soaks etc that are sure to help a good nights sleep!
Felt like a very pleasant journey into slumber. Which is exactly what I want to experience from anyone peddling the good stuff for a nod off.
Well done Daragh, love your work and your passion for marketing and branding!
snake oil
Well done on the win. Lovely work.
…there is no planet, including the sleep one, where this confusing mess of stock video could be construed as beautifully crafted.
Do you really want to mess with a Cartel?
Perhaps you won’t be on this planet for much longer…
Great campaign!
Not a single asset tells me…
Lovely work Daragh and CC.
A great start and we’ll hopefully see more from the CC soon.
I love how so many people here can’t handle the lack of product. What a sad indictment of Australian ‘creativity’ where product is king and not the idea. It’s as if agency creatives actually believe the product matters. No one gives a sh*t about product. People buy in to the ethos around them. That’s Marketing 101. It’s not what… it’s why… Now get back to your sh*tty little retail ads.
Not only does this campaign feature no product, there is also no idea, no tangible ethos nor any other reason to invest more attention or time to it. I dont think you understand that an idea is born from the truth of the product, whatever that product may be. But you cannot buy into an idea if you have no bloody idea what that idea is meant to be about. Of course the actual product matters. To suggest otherwise is downright absurd.
No idea what you are talking about.
…a beautifully crafted, very well written campaign.
The imagery is great, the film is edited with beautiful transitions and I love the logo. A lot of love went into this work and it shows.
Yeah I love spending money buying shit because of their why and not because I want or need the actual product
How do you sleep at night? All that anger and negativity bottling up inside, and your only release is to anonymously vent on good work on this site.
Your comments just make you sound pathetic as I’m sure your work is. Show us what you got? If you think it’s better.
This is solid creative work and the end game is to get you to The Sleep Boss website.
If you don’t have anything nice to say, go somewhere else. This work looks very well
crafted and it’s a brand campaign not a retail ad. Well done to The Creative Cartel on
their first live project and well done to The Sleep Boss for buying into and trusting great
creative work.