ResMed's 'Discover Your Sleep Superpowers' via Hopeful Monsters

19 March 2024

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Using generative AI to efficiently localise the campaign in seven markets.

Sleep technology ResMed 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.

ResMed senior creative brand lead Paul Sommer said 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,' he said.

‘Discover Your Sleep Superpowers' core message is that a good night’s sleep can unlock benefits that make people 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.

Hopeful Monsters creative partner Carl Moggridge said 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," he said.

"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.

Real stories about real people discovering their sleep superpowers were brought to life through a series of colourfully animated videos.

ResMed senior manager, global brand Alena Caras said this year, the company is thrilled to kick off its 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," she said.

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