sleep like a champion
Project type:
brochure, script
Client:
citizenM studio
Skills shown:
scriptwriting, website copy, verbal identity
2024 marked the Paris Olympics — the home of champions. citizenM was the champion of sleep — so where better to get the best night’s rest after spectating? With this in mind, the brand wanted their annual summer sale to have a sporty twist. The goal was straightforward: to leverage the cultural moment while connecting a key trend (sleep tourism) with citizenM’s core product (sleep). To bring the worlds together, we used science to back up how citizenM has the perfect sleeping environment (low, red lighting, black-out blinds, sound-proof windows, etc).
citizenM has four types of guests: fashion citizen, culture citizen, business citizen and party citizen. Guests can be one or all four. The core campaign visuals feature these citizens as ‘team sleep’. Each team members focuses on a different sleep persona: the champions of pillow hugging, alarm snoozing, back sleeping, and sleeping in.
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sleep championship for world travellers
The campaign needed a knock-out advert to stop social-media swipers in their tracks. As Scriptwriter, that’s where I came in — giving citizenM it’s very own sporting moment: the sleep championship for world travellers. We have the hosts: Mel and Toni, who echo the timbre of horse-racing commentary. We have the coach: citizenM’s sleep coach. And we have the protagonist. You — the global traveller.
ADVERT
MICROSITE
How to sleep like a champion
The campaign revolved around a microsite I wrote with a scientist to help guests optimise their sleep. Answer a few questions, and you’d get personalised tips on when, how long, and at what temperature to sleep — based on your chronotype (natural rhythm). Each type — early bird, night owl, or in-between — had an AI citizen, inspired by the brand’s guest personas, and explored further in a white paper.
who did what
Emily Smith
Marco Tiberio
art direction, design
Joe Crowther
photography, website design
Cleo Fleischer
creative direction
Chelsea Hughes-Monasterio
art direction, design
brand and campaign management