Waking life can be a nightmare. From minor annoyances to genuinely uncomfortable moments with family, coworkers or strangers, being awake comes with countless jump scares. Sleep, by contrast, is nature’s great escape. A blissful, quiet oasis … at least it’s meant to be. 

Orchard has built bedding retailer, Casper’s, campaign of human humour on this dichotomy. Daymares, Casper’s first brand campaign in four years and the first from Orchard, leans all the way into common, uncomfortable daytime moments, amplifying them with a horror film flourish to create a blend of humour, sophistication, and emotional truth that underlines Casper’s offer -a night guaranteed to end well, no matter what happened during your day.

The US campaign is running nationwide across OTT and digital.

“It’s been a while since we’ve been in front of consumers with major brand work, and we wanted a partner who could create something that felt memorable and relatable,” stated Torrie Belknap, VP of marketing at Casper. “Orchard deeply understood the message we wanted to bring to life and translated it into something that not only reinforces what’s special about Casper, but does so in our own, unique way.”

“We learned that for a lot of people, sleep has become unnecessarily complicated. The category is full of gadgets and products that promise more control, but often just add more stress,” added Kirstie Maryott, head of strategy, Orchard. “We saw an opportunity to flip that. Casper makes getting great sleep simple, and the one part of your day you can actually rely on. So we brought that to life by contrasting the unpredictability of the day with the certainty of a great night’s sleep you get on a Casper.”

“Sleep is such an integral and restorative part of our lives, and yet our value of sleep is rarely ever matched by our concern for what we sleep on. Casper’s products deliver the best version of a night’s rest,” commented David Kolbusz, CCO, Orchard. “We brought this campaign to life by juxtaposing the horrors of the day – all the microaggressions to the major transgressions – with the womblike comfort of a Casper-furnished bedroom.”

Credits:

Client: Casper
President: Mike McQuiston
VP, Marketing: Torrie Belknap
SVP, Growth & Strategy: Rachel Pedicini
Creative Director: Joel Vandruff
Sr Brand & Creative Operations Manager: Maggie Stevens
Sr Director, Customer & Commercial Marketing: James DeStefano
Director, Retail & Wholesale Marketing: Jane Anne Shanahan

Creative Agency: Orchard
Chief Creative Officer: David Kolbusz
Executive Creative Directors: Heather Larimer & Dan Kenneally
Sr Art Directors: Ashley Crouch & Kevin Igunbor
Copywriter: Casey Rand
Senior Producer: Lourdes Vasquez
Founder & CSO: Laura Janness
Founder & CEO: Barney Robinson
Head of Strategy: Kirstie Maryott
Account Director: Brooke Tudeen
Senior Account Manager: Will Parker

Production Company: Biscuit
Director: Jeff Low
Founding Partner: Shawn Lacy 
Executive Producer: Emily Skinner
Head of Production: Sean Moody
Producer: Toby Courlander
Service Company: Icon Films

Post-Production: MakeMake
Editor: Carlos Arias
Producer: Shayna Rubin
Colourist: Jonny Thorpe