You Are What You Sleep

Client: pzizz

Role: Concept development, Copywriter

The challenge

To develop digital campaign that broadens awareness of sleep disturbance, the drastic impact that better sleep can have in one’s daily life, and how pzizz, a digital sleep and nap system, can help people fall asleep faster and stay asleep longer. Despite the high prevalence of sleep disturbances, many are still unaware of the science of sleep, how it works, and how to practice good sleep hygiene.

The insight

Consumers typically first turn to sleep hygiene habits before moving on to more “significant” approaches that include OTC or Rx medication. That means there is a large and growing demand for scientifically-grounded, non-pharmacological treatments for insomnia symptoms.

The solution

You Are What You Sleep is a whimsical, hopeful personification of how better engagement with sleep through pzizz can help them get more out of their day. The campaign strikes a chord with those who not only suffer from insomnia, but also from the inability to feel like themselves after a poor night’s sleep.

For this campaign, success wasn’t just measured in likes or clicks, but in Z’s.

MM&M Shortlist 2020