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 [email protected] – 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