Forty Winks responds to Ikea's 24-hour sleep billboard with 'friendly-neighbourhood-sleep-advisors' via Bursty
Pancho Gutstein: "We felt it was our responsibility to pull the team together and help a mate out. We’re serious about sleep… and a having bit of fun too."
Forty Winks and creative agency Bursty have staged a cheeky response to Ikea's 24-hour sleep billboard activation at Circular Quay where Australia’s worst sleeper, Jack Ngu, was inside and living an entire 24-hour day and night in a glass-sided box on display to passers-by on Sydney Harbour.
The Australian bed company sent a 'friendly-neighbourhood-sleep-advisor' named Theo to visit Ngu at his glass box to offer him advice on his sleeping situation.
Footage of the moment then shows the Forty Winks team being moved off the area with the mattress. Instead, the company returned with a team of sleep advisors offering a helping hand at the activation.
Theo
Pancho Gutstein, CEO of Forty Winks, said: "For forty years we’ve been helping Aussies get their best sleep, so when we heard Australia’s worst sleeper was going to be spending some time in Sydney this week, we felt it was our responsibility to pull the team together and help a mate out. We’re serious about sleep… and a having bit of fun too."
"Mate, if you read this, say goodnight to restless nights and email me at pancho@fortywinks.com.au - we’ll get you sorted," Gutstein added, directed at Ngu.
James Ward, creative director at Bursty, said: "The opportunistic activity created in conjunction with Forty Winks creative agency Bursty focused on ensuring Australia’s worst sleeper had everything they needed to get the best night’s sleep. The idea was about playfully helping the worst sleeper in a Forty Winks way."
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Credits Client: Forty Winks CEO: Daniel "Pancho" Gutstein Head of Go To Market: Bridget Hanson Brand & Media Manager: Kate Roscrow Creative Agency: Bursty Creative Director: James Ward Creative Director: Adrian Goold Managing Director: Richie Butterworth Group Account Director: Scott Broekhuyse Head of Digital and Content: Ryan Earles Account and Social Media Director: Luke Shelley Account Director: Emma Minde Videographer: Jess Elder Senior Account Manager: Xavier Cordier
