We were tasked with launching Audible's new sleep app and won the pitch. App is indefinitely on hold due to Covid-19.

It’s 2019, and there are really still people out there half-assing sleep. Sleep literally keeps us alive and makes us feel amazing, and it gets no respect. So, guys, let’s start treating the 8 hours you’re unconscious like the most important 8 hours of your day.

It’s time to whole-ass sleep. It’s time to stop sleeping like it’s your hobby and start sleeping like it’s your job.

We’ll own Leap Day 2020 with an activation starring our spokescouple. One fan will get the chance to experience a live Sleep app demo from Emily Blunt and John Krasinski. All they have to do is post a tired selfie and tag us with #SleepDay2020. 

:06 Awareness Bumpers 

To demonstrate the benefits of Sleeping Like It’s Your Job, we’ll sponsor Saturday Night Live on Hulu with an exclusive interstitial sketch that you can only see on time-shifted viewings of the show.

Bachelorette Integration

The Bachelorette is one of the few TV shows Gen P still watches live (by stealing their parents’ cable logins, of course). We’ll run our :30 on the program plus Audible Sleep interstitials featuring contestants sleeping. We’ll release a funny supercut for YouTube, and even work with producers to have the first night of the show (“Limo night”) happen during the daytime (it generally goes all night and doesn’t wrap till morning, leaving contestants exhausted and frazzled).

Contextual OOH in high traffic neighborhoods

AIRBNB x SXSW Integration

We’ll partner with Airbnb to create the ultimate SXSW escape in a sleep-ready house with Echos in every bedroom. We’ll also feature Audible Sleep-approved homes on Airbnb’s home page, so you can sleep like it’s your job wherever you roam.

Classpass Brand Partnership

 We'll partner with Class Pass when the awareness around getting that summer bod is ramping up to pay off Gen P’s class cancellation debt. 

Culture Amp Partnership

 Every HR manager in America is involved with Culture Amp, which helps companies provide benefits to their employees. We’ll partner with Culture Amp to offer Audible Sleep as the employee perk, so people can really sleep like it’s their job. 

Influencer Activation

Every night at 9 p.m., influencers across a range of verticals (like fashion, makeup, business, and fitness) will share their bedtime routines, incorporating Audible Sleep.

Community Management // Late Night Outreach

 For those who are already sleeping like it’s their job, we’ll tweet simple morning wrap-up videos showing them what they slept through.

Paid Social

Role: Art Director

Copywriter: Olivia Bono

Creative Director: Elizabeth Cauvel