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I was tasked with creating a campaign for a consumer packaged good. I chose the This Works Deep Sleep Pillow Spray, which is a fast-acting pillow spray proven to help you fall asleep faster and wake up feeling more refreshed. It has been found to help 89% of users fall asleep faster than normal.
My campaign is based on the insight that people want to sleep like they could as a baby. I displayed this by placing adults in things that are intended for babies to sleep in, such as a baby crib, baby carriage, and baby car seat. I wanted each of the people to appear extremely tired and comfortable in the positions they are sleeping.
My campaign portrays the idea that the This Works Deep Sleep Pillow Spray helps you sleep the way you used to.