My Role

Design & Art Direction - Multidisciplinary

Duration

3 Weeks

Introduction

This Works is a science based skincare company. Believing that sleep is the first step in every skincare routine. By offering a clean targeted skincare and sleep products that work in harmony with your body clock to maximise skin performance 24hrs a day.

Pitch Brief:  A New Product Launch Campaign

Love Sleep Pillow Spray is the latest addition to the range of sleep sprays solutions designed to enhance levels of relaxation in your evening space and promote intimacy. The antidote to digital connectivity, paving the way for better sleep and better relationships.

With an 100% natural fragrance of Ylang-Ylang, Frankincense and Patchouli (plus our award-winning encapsulated deep sleep Superblend) proven by FMRI brain imaging to stimulate areas of the brain associated with seeking pleasure, feeling less anxious and feeling more relaxed.

Remember the days we didn’t scroll through our phones in bed? The bedroom used to be a place for pillow talk, kissing each other goodnight, for sleeping and sex.

It’s time to reclaim the bedroom.

A strong disruptive and educational campaign to cement This Works position as the experts in sleep.

01

The Concept:
SexWorks

Through this disruptive & highly relevant point of view on the fact that the bedroom should be used only for sex & sleep. We created a provocation for This Works and its position as the leading sleep brand. Wellness MUST begin in the bedroom. The Love Sleep range is the antidote to digital connectivity, paving the way for better sleep and better relationships. Ultimately leading to improved brand awareness & equity.

02

The Challenge:
Viral Videos

3 couples talking about their sex lives.