Silentnight

Challenge

Loads of smaller brands are trying to chip away at Silentnight’s category leadership by making big claims on the back of limited ranges and lesser sleep credentials. The time’s arrived for Silentnight to fight back, in a way that only a true category leader could.

Provocative Thought

Great sleep makes us better as people, but great sleep at the scale Silentnight delivers it makes us better as a nation.

Solution

An upbeat and uplifting campaign that could only be for Silentnight, reflecting the unique place the brand has in the nation’s heart and celebrating its ability to meet the different sleep needs of an entire nation. Sleep great, Britain.