Steve Ayson tells wonderful stories tinged with humour. Add this to Droga5’s wild creativity and you have a really fun campaign for a category that’s not really fun – mattresses. Ayson and Droga5 have got together again for the next stage of the Junk Sleep campaign for Mattress Firm.
The new campaign continues to develop Mattress Firm’s warnings about deprioritising sleep with its junk sleepers – people turned into zombies by sleep deprivation. It leads with an anthem spot set in a hellish world where junk sleepers are always on, but always turned down to very low as they binge-watch, fixate on social media or hyper-work.
Three of the campaign’s four shorter films zero in on ways in which junk sleep can affect people – with the most delightful use of hyperbole. The fourth film promotes the brands’ Black Friday Now Sale. The campaign is running across broadcast, online, and social media channels including TikTok, Instagram, Facebook, Pinterest and Snapchat during the Major League Baseball season, to tie in with the brand’s sponsorship of the league. Two more films, focussing on additional sales events, will be released in the upcoming months.
Credits:
Agency: Droga5 New York
Chief Creative Officer: Scott Bell
Executive Creative Director: Tara Lawall
Group Creative Directors: George McQueen & Tom McQueen
Creative Directors: Jonas Wittenmark & Tobias Carlson
Senior Copywriter: Lorne Heller
Senior Art Director: Justin Luu
Copywriter: Juan Camillo Garza
Art Director: Eve Nova
Group Design Director: Erin Mccarthy
Senior Designer: Andrew Diemer
Executive Producers, Film: Jeremy Fox & Gulshan Jaffery
Producer, Film: Adam Vevang
Associate Producer, Film: Hugh Copeland
Producer, Art: Caroline Fahey
Producer, Print: Abraham Nowels
Music Supervisor: Mike Ladman
Business Affairs: Dan Simonetti & Paul Van Dorpe
Senior Talent Manager: Sunny Valencia
Strategy: Harry Román-Torres, Tom Haslow, Gideon Olshansky & Raymond Sein
Communications Strategy: Justin Schneider, Lizzie Manning & Gabrielle Deckelman
Daty: Andy Littlewood, Lorna Ruane & Caroline May
Account Management: Caitlin Patrick, Nivie Roberts, Chris Pozzi, Anita Richmond, Leon Brewington
Project Management: Karen Tshimanga & Sagar Patel
Production Company: MJZ
Director: Steve Ayson
DoP: Jeff Cronenweth
Executive Producer: Emma Wilcockson
Line Producer: Adriana Cabada Mora
Production Designer: Jason Kisvarday
Editorial: Exile
Editors: Grant Surmi & Edward Line
Editor (Socials): Shane Van
Assistant Editors: Erin Offenhauser &Tara O’sullivan
Executive Producer: Sasha Hirschfeld
Lead Producer: Laurenn Reed
Colour: Company3
Colourists: Tim Masick, Jenny Montgomery & Jaime O’bradovich
Producers: Kevin Breheny, Nick Krasnic & Nick Krasnic
Assistant: Ryan Moncrief
Music: Found Objects
Executive Creative Director, Co-Founder & Composer: Jay Wadley
Executive Creative Director & Co-Founder: Trevor Gureckis
Creative Director & Composer: Ben Marshall
Composer: Adam Weiss
Executive Producer: Jennie Armon
Lead Producer: Nick Chomowicz
Producers: Katt Matt & Agatha Lee
Music Coordinator: Lee Cash Chisholm
Sound: King Lear Music & Sound
Sound Design & Mix: Ed Downham & Dugal Macdiarmid
Post Production: Second Child
Post Producer: Troy Landry
Editor: Elizabeth Morringello
Coordinator: Karis Konkler
Post Production: Parliament
Client: Mattress Firm
Chief Executive Officer: John Eck
Chief Marketing Officer: Mickey Mericle
Senior Vice President, Brand Strategy: Sam Bennett
Vice President, Brand And Product Marketing: Kelly Shannon
Senior Director, Brand And Product Marketing: Sofya Vannelli
Senior Marketing Manager, Brand Strategy: Hannah Miller
Senior Manager, Creative Services: Rhea Davis
Vice President, Customer & Field Activation: Kat Siegling
Senior Director, Integrated Marketing: Marty Lubeck
Senior Manager, Integrated Marketing: Christine Rieter
Senior Integrated Marketing Specialist: Sarah Vargas, Melissa Rivers
Social Media Manager: Justin Ramsay
Social Media Community Specialist: Abigail Murphy
