Made For Living

FOR SLEEPYHEAD’S FORAY INTO THE LIVING ROOM FURNITURE CATEGORY, OUR GOAL WAS CLEAR: RETAIN THE BRAND’S QUIRKY, YOUTHFUL CHARM WHILE GIVING EVERYDAY FURNITURE A FRESH EMOTIONAL LENS. INSTEAD OF TREATING SOFAS AND RECLINERS AS STATIC PRODUCTS, WE POSITIONED THEM AS CATALYSTS FOR LIFE’S WONDERFULLY REAL, CHAOTIC, AND MEANINGFUL MOMENTS. THE CAMPAIGN WAS BUILT AROUND SLICE-OF-LIFE SCENARIOS, THE KINDS OF MOMENTS THAT MAKE UP MODERN LIVING. RUSHING OUT HALF-READY FOR A PARTY, BINGE-SNACKING DURING WORK HOURS, FIGHTING OVER THE REMOTE, OR SIMPLY COLLAPSING AFTER A LONG DAY. EACH SETUP BLENDED HUMOUR WITH RELATABILITY, MAKING THE FURNITURE FEEL LIVED-IN, LOVED, AND UNMISTAKABLY SLEEPYHEAD. TO PUSH THE IDEA FURTHER, WE CREATED FEATURE-FOCUSED VISUALS PRESENTED IN A QUIRKY, SIMPLIFIED ENVIRONMENT. A CLEAN, NEUTRAL SETTING ENSURED THE FURNITURE REMAINED THE HERO WHILE STILL ALLOWING PLAYFUL EXPRESSIONS OF EACH FEATURE TO SHINE. BOLD, WITTY HEADLINES LIKE “MADE FOR CRAVINGS”, “MADE FOR TOUGH CHOICES”, AND OTHERS TIED THE NARRATIVE TOGETHER, TRANSFORMING FUNCTIONAL PIECES INTO EMOTIONAL COMPANIONS GROUNDED IN THE BRAND’S PLAYFUL AND MODERN PERSONALITY. THIS LAUNCH HELPED ESTABLISH SLEEPYHEAD FURNITURE AS SOMETHING MORE THAN A PRODUCT LINE: IT BECAME A REFLECTION OF REAL LIFE, IN ALL ITS COLOUR, CHAOS, AND COMFORT. #MADEFORLIVING