In partnership debut with 72andSunny, new films
challenge everyday achievers to reach their full potential with a
Next Generation Sleep Number® smart bed
Today, Sleep Number Corporation (Nasdaq: SNBR),
a wellness technology leader, kicked off its “Sleep Next Level™”
brand positioning campaign, featuring Gabrielle Union and Dwyane
Wade. The new films debut the brand’s strategic partnership with
global creative agency 72andSunny. Fresh off the launch of the next
gen Sleep Number® smart beds earlier this month, “Sleep Next Level”
is a call for all achievers, including parents, entrepreneurs and
athletes, to take control of their sleep by harnessing the
life-changing benefits of individualized sleep, made possible by
the brand’s highly innovative smart bed technology.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20230424006020/en/
Today, Sleep Number kicked off its “Sleep
Next Level™” brand positioning campaign, featuring Gabrielle Union
and Dwyane Wade. Fresh off the launch of the next gen Sleep Number®
smart beds earlier this month, “Sleep Next Level” is a call for all
achievers, including parents, entrepreneurs and athletes, to take
control of their sleep by harnessing the life-changing benefits of
individualized sleep, made possible by the brand’s highly
innovative smart bed technology. (Photo: Business Wire)
Watch the 30-second "Sleep Next Level" film on YouTube
The new campaign is running exclusively in the U.S. and features
award-winning actress, producer, entrepreneur and New York Times
best-selling author Gabrielle Union, and her husband, former NBA
star and Basketball Hall of Fame inductee Dwyane Wade, who share
that the secret to unlocking a more impressive you: it starts with
a next gen Sleep Number smart bed. The films were directed by Paul
Hunter of PRETTYBIRD. Created in partnership with 72andSunny, this
is the first piece of joint Sleep Number campaign work since the
two collaborated earlier this year.
Gabrielle and Dwyane are real-life Sleep Number “Smart
SleepersSM” who love the adjustable firmness, comfort and support
on each side of their smart bed. Said Gabrielle, “We finally found
our own optimal sleep [settings], to suit our different needs. Our
relationship is going strong because we have figured out how to
sleep comfortably. We love this bed.”
The campaign features several films for broadcast, streaming and
social media, highlighting the newest benefits and features of the
next gen Sleep Number smart bed. The new smart beds constantly
learn how you sleep better and automatically adapt to and adjust
with you over time. The films bring this concept to life, showing
no two people sleep the same and their individual needs can change,
whether they’re pregnant, recovering from injury, aging or simply
living day-to-day. As a brand that delivers unique sleep solutions
for every kind of sleeper - particularly couples with different
sleep needs - this enables a highly individualized sleep experience
that is personal to everyone and helps them improve their sleep
night after night and over time.
Watch the 15-second film on YouTube
“Sleep Number Smart Sleepers understand that sleep is vitally
important; they know our smart beds deliver individualized sleep
with significant benefits,” said Kevin Brown, EVP and Chief
Marketing Officer, Sleep Number. “Gabrielle and Dwyane were already
passionate about our brand, so they were a natural choice to talk
about next gen Sleep Number smart beds. The Sleep Next Level film
series represents the potential in all of us – whether we’re
actors, parents, business leaders, anyone – and highlights that we
can all achieve more with great sleep from Sleep Number smart beds.
I couldn’t be happier to have 72andSunny helping us tell this story
through Gab and Dwyane – a power couple who use sleep every night
to reach their full potential.”
Elaine Cox, Executive Creative Director, 72andSunny said: “From
day one, the Sleep Number leadership team locked arms with us at
72andSunny to open people's eyes to the untapped power of
individualized sleep. Sleep Number’s brand is all about connecting
with those who perform at their personal best, so we wanted to
feature a real couple who lived this next level mentality.
Gabrielle Union and Dwyane Wade recently fell in love with the
Sleep Number smart bed after sleeping on one while traveling, and
we knew they were the right fit for the Sleep Number brand. They
are not only ambitious when it comes to professional achievement
but are also champions of personal growth and health. They left us
feeling both motivated and entertained – not an easy feat. We are
so proud of the work we created together for Sleep Number.”
Both 72andSunny and Sleep Number are NFL partners. 72andSunny
won the NFL agency of record account in 2019 and has delivered
highly acclaimed campaigns for key moments, including the last five
Super Bowls. Sleep Number has been the Official Sleep + Wellness
Partner of the NFL since 2018, and 80 percent of NFL players have a
Sleep Number smart bed.*
Sleep Number and 72andSunny are also developing an NFL-specific
campaign, launching this upcoming NFL season.
*Based on the number of active roster players eligible for the
NFL player Sleep Number bed program who purchased a bed between
7/23/18 and 11/28/22.
About Sleep Number
Sleep Number is a wellness technology company. Over 14.5 million
people have had their lives improved by our award-winning sleep
innovations and are experiencing the physical, mental and emotional
benefits of life-changing sleep performance. Our proprietary smart
beds combine the physical and digital worlds, integrating
exceptional sleep with a highly advanced digital technology
platform. This means only Sleep Number can provide a dynamic,
adjustable and adaptive sleep experience that effortlessly responds
to the needs of each sleeper. Our millions of Smart Sleepers
benefit from their smart bed changing with them, over time; it is
unique, like they are.
Our differentiated business model is guided by our purpose to
improve the health and wellbeing of society through higher quality
sleep. We partner with world-leading sleep and health institutions
to bring the power of 19 billion hours of longitudinal sleep data
to sleep science and research. Our retail experience meets our
consumers whenever and wherever they choose – through online and
in-store touchpoints. And our 5,000 mission-driven team members
passionately deliver individualized sleep experiences for
everyone.
For life-changing sleep, visit one of our 670 stores, our
newsroom and investor relations sites, or SleepNumber.com.
About 72andSunny
72andSunny is a global marketing agency who creates
possibilities and growth for the world’s most ambitious brands.
With offices in Amsterdam, Los Angeles, New York, and Sydney,
72andSunny leads with unparalleled strategy, disruptive creativity,
and is driven to expand and diversify the creative class.
72andSunny has been recognized as one of Fast Company’s Most
Innovative Companies for two years in a row and is a two-time
“Agency of the Year” winner for Advertising Age and Adweek. For
more information, visit 72andSunny.com and on Instagram:
@72andSunny_
Credits:
Client:
Sleep Number Corporation
Creative Agency:
72andSunny New York
Media Agency:
Horizon Media
Production Company:
PRETTYBIRD
Editorial:
Arcade
Post Production:
ARTJAIL
Color:
Blacksmith
Music:
Human
Sound Design & Mix:
Lime Studios
View source
version on businesswire.com: https://www.businesswire.com/news/home/20230424006020/en/
Media Contacts Julie Elepano Sleep Number Public
Relations Julie.Elepano@sleepnumber.com Olivia Sweeting Persuasion
Communications, on behalf of 72andSunny
olivia@persuasioncomms.com
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