ResMed launches global ‘Discover Your Sleep Superpowers’ campaign via Hopeful Monsters

ResMed, a global leader in sleep technology, has unveiled its first global brand campaign, ‘Discover Your Sleep Superpowers’ via independent creative agency Hopeful Monsters.

The agency developed the strategic and creative platform, managing the full campaign production for roll-out in 12 markets around the world.

Says Paul Sommer, senior creative brand lead at ResMed: “ResMed identified early in the process the need to get creative and build a distinctive campaign that’s relatable and that people around the world want to connect with. Our partnership with Hopeful Monsters, and the resulting ‘Discover Your Sleep Superpowers’ campaign delivers on this desire.”

‘Discover Your Sleep Superpowers’ core message is that a good night’s sleep can unlock benefits that make you feel almost superhuman. Incorporating TV, OOH, a global microsite, social, earned, and internal communications, Hopeful Monsters’ in-house production team used generative AI (via Adobe Firefly) to efficiently localise the campaign in seven markets.

With its origins right here in Australia, ResMed’s mission is to inspire and energize the world with the power of better health. ResMed’s recent Sleep Survey reveals nearly 4 in 10 people globally experience less than three nights of good sleep a week.

The TVC, created in partnership with production company Mint, tells the story of what it’s like to ‘Discover Your Sleep Superpowers’. Featuring a high-pressure parenting crisis, superhero dramatics worthy of Hollywood, and an Oscar-winning performance from a goldfish, it premiered during the San Diego Tennis Open and is airing on TV, digital and social platforms worldwide.

Says Carl Moggridge, creative partner at Hopeful Monsters: “It’s fair to say there’s a sleep crisis happening around the world. And whilst it’s a super serious issue, we don’t always take it seriously. The reality is a good night’s sleep can make you feel almost superhuman. When your sleep health is in check, it can give you extra energy and focus to tackle the day ahead. It can make you more productive at work. It can help you deal with flat-pack furniture and dead fish dramas.”

Coinciding with the launch, ResMed unveiled its fourth global sleep survey featuring 36,000 respondents across 17 markets, which Hopeful Monsters brought to life as a visually distinctive ebook and infographic forming the cornerstone of the earned media campaign. Meanwhile, real stories about real people discovering their sleep superpowers were brought to life through a series of colourfully animated videos.

Says Alena Caras, senior manager, global brand at ResMed: “This year, we are thrilled to kick off our first fully integrated omni-channel brand campaign for World Sleep Day. Building on an incredible brand foundation, this campaign hopes to inspire people to take control of their sleep health. We’ve launched activations across television, digital, print, PR/Media, and pop-up experiences around the globe and we can’t wait to see how it resonates.”

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