Healtheries launches world-first human vs sloth sleep-off in new campaign via TBWA New Zealand
In a category first, Healtheries and TBWA\New Zealand turned bedtime into primetime with Sleep vs Sloth – a social-first campaign that pitted New Zealand’s ultimate sleeper against one of nature’s most notorious nappers: a Costa Rican sloth.
Born from TBWA\New Zealand’s ambition to wake up the national conversation around sleep, the campaign tapped into Healtheries’ position as the number one brand in the country for sleep supplements – the experts in helping Kiwis rest easier. It kicked off with a callout; challenging Kiwis to flaunt their snooze skills for a chance to win the tropical trip of a lifetime. The prize? Representing Aotearoa in the world’s first human vs sloth sleep-off.
That honour went to Nelson-born lawyer, Andy Franklet, whose impressive sleeping habits earned him the title of New Zealand’s “ultimate sleeper.” Andy was flown to Costa Rica for a showdown streamed live on Healtheries’ Instagram, where he faced off against his furry rival in front of thousands of amused viewers.
Says Shane Bradnick, Chief Creative Officer at TBWA\New Zealand: “We wanted to disrupt the category by making sleep the headline, not just something that happens at the end of the day. Sleep vs Sloth was about proving that a simple, social idea can grab the nation’s attention and get people talking about their own sleep habits – with a healthy dose of Kiwi humour.”
The campaign was a fully integrated, social-led movement that got the nation talking about sleep health in a whole new way:
· Radio Meets Digital: NZME came on board as a lead media partner, with content spanning The Hits, Flava FM and NZ Herald. Radio host, Ben Boyce led the charge as the campaign ambassador.
· Influencers With Impact: Powered by Eleven PR: A mix of Kiwi talent and creators tapped into TikTok and Instagram to rally followers, share bedtime rituals, and normalise conversations about sleep including Sharyn Casey and DIY duo, The Current Place to spark playful rivalry among entrants.
· Expert Authority: Sleep expert Dr. Sumit Samant (Auckland Sleep Clinic) added credibility, fronting earned media and guest radio segments with practical sleep advice.
The campaign reached 1.9m Kiwis, delivered over 12 million impressions, and generated additional earned media coverage. The live sleep-off on Instagram became a memorable, shareable moment, turning a universal need into a talking point across the country.
Says Alina Varoy, Senior Brand Manager, Healtheries: “Most Kiwis aren’t getting enough quality sleep, and at Healtheries we wanted to create something that would actually get people to pause, laugh, and think about their own habits. Sleep vs Sloth was about entertainment first, but it’s been amazing to see how many people have joined the conversation. And yes, we’re stoked Andy out-snoozed the sloth.”
The result? A campaign that blurred the line between entertainment and education – using humour and cultural cut-through to get the nation talking about sleep, brought to life by TBWA\New Zealand’s creative disruption, with the social and influence expertise of Eleven PR and media support of Spark Foundry. The campaign has helped Healtheries grow by 44% vs the same month a year ago, supporting even more Kiwis achieve a great night’s sleep.
Creative Agency: TBWA\ New Zealand
Client: Healtheries
PR & Influence: Eleven PR
Media: Spark Foundry
Production: AO
Big thanks to the Toucan Rescue Ranch, San Jocesito, Costa Rica
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin