Description
For years, Bulgarians were told that sleeping is for the weak.
In a culture that glorifies exhaustion, rest had a bad reputation.
To challenge that belief, isleep created a job no one had ever heard of: Chief Sleep Officer — and gave it to someone who knows that recovery builds champions: Olympic sprinter Ivet Lalova.
Launched on World Sleep Day, the appointment turned sleep into a national conversation, sparking massive earned media attention across TV, podcasts, social platforms and expert forums.
What started as a symbolic role became a cultural shift — reframing sleep from laziness into strength, and proving that even the strongest need rest to perform.
This professional campaign titled 'chief sleep officer' was published in Bulgaria in February, 2026. It was created for the brand: isleep, by ad agency: proof.. This Film medium campaign contains 1 media asset. It was submitted about 2 hours ago by creative director: Angel Iskrev of proof..
