Boosting the visibility of this low-cost mattress brand among young people, with a rebranding process and a campaign that would make the brand relevant from a cultural standpoint.

A modern lifestyle is packed with stimuli. An era in which coffee is the most important commercial brand in the world, second only to oil, because there is always something to do, something to produce, to purchase or watch. We know that sleeping is vital. However, 70% of adults sleep 6 or fewer hours a day. Sleeping is seen as a waste of time. This cause for concern is reflected in the data: Around 30% of adults suffer from insomnia, 1 out of every 4 adults believes they don't get enough rest, and Spain is the global leader in the consumption of sleeping pills. Let's face it, we are reaching the limit.

The campaigns of other brands encourage us to take a rest, but focusing on what will happen tomorrow: sleep well to perform better tomorrow, rest enough to face tomorrow's challenges, etc.

This is where we detected the opportunity. Who better than a mattress brand to advocate for sleep in the face of this constant demand for productivity?

This was what gave "What The Sleep" a unique and genuine point of view, also relevant from a cultural standpoint, key to make an impact and connect deeply. It also set the stage for the brand to adopt a personality that defies every convention in its category –bold, witty and rebellious–, encapsulated in a slogan that challenges the champions of hyper-productivity while celebrating the importance of sleep. Sleep like a fucking beast.

From then onwards, we discussed that sleeping is great. That getting some zzz’s is great. That you must sleep. That life is too much about work, too much about having fun and never-ending parties. We stand up for sleeping well and sleeping as a true pleasure, and for not having to apologise for needing to sleep.

Nothing is more important than a good night's sleep, so our campaign would have a laid-back tone, with a song that would rhyme easy, a relaxed voice, and a low-production visual. In other words, a modern, bold, groundbreaking piece. Sr. Chen wrote the music, Yola came to the set and we shot the piece in a flat, and then we slept, and slept some more, and yada yada yada…

But that's not all. The "how" is just as important as the "what", so we needed to make sure that our bold and different brand idea would also stand out when implementing the campaign. We had to move to action with something surprising, with a big impact, which would capture the attention of younger generations and connect with them.

This is why we sponsored the sleep of those who never disconnect: streamers, content creators who are live almost 24/7. Always having to create content, without a minute to disconnect. And, like any of us, they need to rest. That is why WTS is sponsoring their breaks, so they can take a rest. While they were taking a break, a brand overlay appeared on their channels, accompanied by background music designed to transport us to the world of dreams, and a promotional code was offered to those online at that moment. Because we all need to sleep.

In addition to Twitch, the campaign was rolled out on Instagram, YouTube and TikTok to reach "What The Sleep's" target audience of young people. In addition to the main piece, others with varying durations and adapted to the native features of each platform were created to ensure the desired viewing and interaction levels among young people on social media.

While this was happening, other micro-influencers like Eider Paskual, Julieta Wibel, Takoyaki, Desvergonzaus and Xurirux started to talk about the brand through actions on social media: talking about the mattress they had received in their stories, give away a mattress after a series of short interviews on the street or give away three T-shirts with the motto "Sleep like a fucking beast". This helped extend the campaign with the same degree of focus on the brand and with the same volume of traffic and interactions with the profile for additional weeks.