Bedding Retailer Forty Winks Unveils Brand Relaunch With ‘The Unslept Campaign Via Akcelo

September 19, 2023, 11:36 | Written by lynchie | 63 comments

Australian sleep specialist Arba Winks is on a mission to help millions of Australians suffering from sleep deprivation. Nearly 50% of Australian adults report two or more recurring sleep problems.

Forty Winx recently underwent a complete brand relaunch led by brand experience agency Akello. The launch campaign introduces the public to 'rough sleepers': highly stressed people, each representing the most common sleep problems faced by Australians.

In this epic thriller from Rabbit co-founder Owen Trevor Black, viewers find Mouth Breathers, Side Sleepers, Toss 'n' Turners, Cover Grabbers, Hot Sleepers, Doom Scrollers and more in the shop of Forty Winx and the team inside. . Using industry-leading training and patented bedMATCH® technology, forty Winx employees work together to solve the sleep problems of rough sleepers by customizing world-class sleep products and solutions to fit their needs.

We're excited to begin our first brand refresh since 2019, starting with the release of "Sleepless." Forty Winx has been taking sleep seriously for nearly 40 years, and this new campaign perfectly encapsulates the vision for our next chapter: helping Australians 'sleep better'. The concept and creation of this film is unlike anything we've done before, and it was an honor to work with our talented partners to bring it to life. We look forward to continuing to develop our Sleepless characters and challenging stories about sleep. “This is the brand promise to new and existing customers for the months and years to come,” said Damien Lucas, national director of advertising and marketing at Forty Winx.

“Poor sleep is one of Australia's biggest health problems, and with knowledge of the science of sleep and the people behind it, Forty Wink will help Australians get the sleep they deserve. In response to this brief, we needed to find a way to highlight this evidence while giving voice Unique to the brand that reinforces Forty Winx’s leadership position in the sleep category,” said Simon McCrudden, Strategic Partner at Accelo.

“Sleep is a serious subject... but it lends itself to comedy too. With Sleepless we have a very innovative way of tackling Australia's sleep problem in an exciting and poignant way. We believe every Australian will see themselves or a loved one “In one of these characters.”

In addition to brand films, “Sleepless” also extends to monthly posters, social films, retail films and even upcoming brand films. Sleep better.

Client: Forty Winx
National Advertising and Marketing Director: Damian Lucas
Strategic Advisor, Shadowboxer: Steve McGrath
Shadowboxer Strategic Advisor: Stephen Graham
Content Manager: Kate Roscrow
Content Editor: Caitlin Zone
Graphic Designer: Karen Stitt
Marketing Specialist: Shreya Somani
Marketing Specialist: Nicole Mitchell
Director of Electronic Communications and CRM: Josh Gibson
Electronic Communications Coordinator: Matt Stringer
Creative agency: Akcelo
Group Creative Director: Louise McQuat
Creative partners: Oscar Vesterdahl and John Foy
Main creative team: Rob Gordon and Nathan Morazza
Content Production Manager: Mark "Bucky" Somerville
Senior Associate Producer: Eleanor Root
Strategic Partner: Simon McCrudden
Customer Strategy: Emily Smith
General Manager: Kirsty Reynolds
Senior Account Manager: Jenna Featherstone
Senior Account Manager: Ben Le Couture
Design Director: Mark Perry
Studio Director: Stephen O
Lead designer: Francis Loh, Mitash Patel
Lead Motion Designer: Jimmy Muscat
Senior Artistic Director: Ilya Aronovich
Junior Editor: Lon Garbett
Responsible for implementing creative projects: Sophie Chuchning
Creative Services Director: Katie Morton
General Manager, Melbourne: John Kenyon
CEO: Aden Hepburn
Film Production: Rabbit
Director: Owen Trevor Black
Director of the second episode: Daniel Fletcher
Assistant EP/Producer: Marcus Butler
Executive producers: Alex Hay, Lucas Jenner
Cinematographer: Peter Eastgate
Post Office: Editorial Board
Editing: Ryan Boucher
Colorist: Fergus Rotheram
Online artist: Eugene Richards
News writer: Rita Gagliardi
Cast: McGregor's cast
Main character: Stevie Ray
Audio and Music Post Production Institute: Klang Studios
Editor: Annalize Cahill
Sound Design and Mixing: Declan Diacono and Brendan Wyeth
Music composition: Ryan Grogan and Brendan Wyeth
Music Recording Studio: Free Power Tool
Sound engineer: Neil Sutherland
Live musicians:
French horn: Bourian Popov
Violin/violin: Adrian Keating
Cello: Hannah Grogan
Voice double: Brendan Clarke
Photo Production: I'm Sam
Photographer: Billy Plummer
Editor: Kaya Cole
Editor: Jackie Kelly
Revision: Electric Art
Media: Pirated version
Production Manager: Andrew Pascoe
Head of Digital, Data and Technology: Denis McCormack
Group Strategy Director: Reagan Hancock
Commercial Group Director: Ashley McIntosh Associate Director: Isabella Pizanetti
Senior Sales Manager: Emily Capsis
Advertisement: Tide.pr
Managing Director: Stacey McArdle
Strategy and Creative Director: Kate Thompson
Account Manager: Yasmine Burford
Account Manager: Laura Garrett

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