Casablanca’s Magic Pillow prevents tossing and turning in print campaign via Publicis Hong Kong

Publicis Hong Kong recently launched a campaign “Deep Sleep” for Casablanca’s Magic Pillow, specifically designed to prevent tossing and turning, promoting a deeper sleep pattern.

In a city where the notion “time is money” is ingrained into its culture, sleep becomes a very precious commodity and Hong Kong people more than ever cherish quality of sleep versus quantity. The press ads make a simple yet bold statement with the shape of the bed created to mimic the position of a very comfortable sleeping position.

“When you think about it, the best and deepest sleeps are always the ones you wake up in the same position you fell asleep in…as if you’ve never moved. This execution directly plays to the core benefit of Casablanca’s Magic Pillow in the clearest and simplest way,” said Thierry Halbroth, Managing Partner & Executive Creative Director, Publicis Hong Kong.

“The right pillow is critical in ensuring a good night’s sleep,” added Mike Chiu, Group Creative Director, Publicis. “We want the public to take away this simple message from our creative.”

The unique visual has already caught the attention and curiosity of consumers in Hong Kong, driving sales enquiries and creating excitement amongst loyal Casablanca enthusiasts and new customers in-store and through social media channels.

Credits – Executive Creative Director: Thierry Halbroth. Creative Directors: Mike Chiu, Francis Lam. Creative Team: Matthew Xu, Hubert Yeung, Jifang Pan. Account Team: Jacqueline Lam, Agnes Li. Planning: Carmen Wu. Production House & Director: Illusion.