360 Campaign | Photo, Video, Email, Paid, Site

Overview: A brand campaign designed to introduce a more emotional, human-centered direction for Coop, using real people and sleep stories to connect product benefits to lived experiences. As opposed to focusing on people sleeping, we show their waking lives - emphasizing how great sleep leads to greater focus, creativity, and happiness.

The Challenge: Coop’s creative was primarily product-focused, lacking emotional storytelling and a cohesive brand narrative. The opportunity was to evolve the brand into a more human, story-driven experience while still supporting performance goals.