Bed and mattress brand ads have proliferated in sync with the growth of the good sleep trend. Many are functional ads. The aim is to show that better sleep equals a better you. This one by FP7 McCann Dubai for Dubai is not. It’s quirky, fun and funny. In the campaign’s two ads so far, people meet their better dream selves.   

These dream selves look happier, energetic, productive and athletic. The campaign poses the question, Wouldn’t you rather be the dream version of yourself?

In radio, a narrator leads listeners through a day that could be anyone’s if you were your dream self. It features boardroom standing ovations, lunch with the boss, exercise and even time for an exotic hobby. Supporting both of these was a Sleepwalkers activation at the Mall of the Emirates. Dishevelled actors in pyjamas walked across the mall with a duvet and pillows in tow. They ‘fell asleep’ at various locations in the mall – from escalators, to the food court and even a ski lift. The stunt resulted in an increase of 785% more interactions for the brand on social with the aid of reputed influencers who posted organically and sparked conversations across different demographics, encouraging more visitors to witness the spectacle for themselves.

Credits:
Client: Home Centre
Head of Marketing: Siddarth Sivaprakash
Client Team: Atharv Ruparel, Deviani Rao, Ronald Patricio, Hala Domlog, Minna Pauly

Agency: FP7 McCann Dubai
Chief Creative Officer: Federico Fanti
Creative Director: Paulo Engler Pinto
Associate Creative Director: Stefan Schutte
Head of Arabic: Manar Abdulla
Design Lead: Jimmy Cobos
Business Director: Vicky Kriplani
Senior Account Manager: Asma Zaghdoud
Account Manager: Riddhi Maynak
Strategy Director: Sameer Islam
Executive Producer: Amin Soltani
Producer: Jessica Younis
Post-Producer: Michel Enkiri