FP7 McCann and Home Centre ask in their latest campaign, “What would your dream self look like? Would it be a version of you that actually makes it to the gym, gets more done around the house, finds time to read more books or even gets that promotion? What if you could meet your dream self by simply sleeping better?
That’s right, a good night’s sleep is proven to boost your memory, energy and overall happiness. In short, it brings out the best version of you.”
In the new campaign, Home Centre invites consumers to meet their dream self with the help of their range of sleep solutions.
In a dry comedic tone, their two online films show what it might be like to bump into your dream self for real. In one film, a dad on his way to do some early morning gardening unexpectedly meets his dream self in the garden already tending to a magnificent hedge sculpture. In the other film, a mom encounters her dream self, who is looking blissfully serene while holding an impossible yoga pose. The initial response is that of total shock.
Their dream selves look happier, energetic and athletic, almost to the point of showing off without trying. The protagonists’ total dismay is soon replaced by a feeling of general sheepishness.
The campaign is supported by radio, where a narrator leads you through a day that could be your day if you were your dream self. It features boardroom standing ovations, lunch with the boss, exercise and even time for an exotic hobby.
On-ground, they also launched an off-the-wall “Sleepwalkers” activation at the Mall of the Emirates. This involved actors dressed in PJs, looking disheveled, walking across the mall with a duvet and pillows in tow. They ‘fell asleep’ at various locations in the mall – from escalators, to the food court and a Ski lift.
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Brand: Home Centre
Head of marketing: Siddarth Sivaprakash
Client team: Atharv Ruparel, Deviani Rao, Ronald Patricio, Hala Domlog, Minna Pauly
Agency: FP7 McCann Dubai
Chief creative officer: Federico Fanti
Creative director: Paulo Engler Pinto
Associate creative director: Stefan Schutte
Head of arabic: Manar Abdulla
Design lead: Jimmy Cobos
Business director: Vicky Kriplani
Senior account manager: Asma Zaghdoud
Account manager: Riddhi Maynak
Strategy director: Sameer Islam
Executive producer: Amin Soltani
Producer: Jessica Younis
Post-producer: Michel Enkiri