2012 Winners & Shortlists

Brief Explanation

Sleep Comfort has been the leading mattress brand in Lebanon since 1973, In spite of the fact that it hasn’t advertised itself in 10 years. To increase awareness of this fact we created a campaign that spoofed the stereotypical ideas that agencies pitch to clients to create a “winning” campaign The Hot Blonde, The Annoying Jingle, The “Expert” Opinion, The Mascot With the final message, along with the deadpan reaction of our “client”, being: Sleep Comfort - No advertising needed, it uses the same colloquial language the Lebanese use when talking about someone who needs no introduction. The campaign proved to be a great success. Since Sleep Comfort is already a top of mind brand in Lebanon, the campaign connected on a personal level with so many viewers, reminding them of a truly national brand that has been able to survive over the years in a country where “Made in Lebanon” doesn’t always have a good ring to it.