Agencytwofifteen has partnered with Help Remedies to launch the first marketing campaign for Help's pain med-free sleep aid, Help I can't sleep.
Rather than focus on the unpleasantness of insomnia, the agency went straight to the end game - dreams - for the campaign idea.
The agency created a Dream Recorder app, which magically "records" dream content and relays the central dream themes to your social network, nine films (see some of them here) revolving around recommended dreams, a Dream recommender site, and contributed to product packaging.
The dream recommendation films, which vary in length, will run in sleep-adjacent venues, like hotel on-demand channels, in flight, on late night TV and on the Union Square screens of drug chain Duane Reade.
A "sandman" will also be handing out hand drawn Help I can't sleep dream recommendations on the streets of New York. Agencytwofifteen also added dream recommendations to product packaging.