The most sleep-inducing journey ever

Agency Network: 
Published/Aired: 
April 2021

Description

We’ve all likely experienced shifts in our sleep patterns this last year due to abnormalities/anxieties of the pandemic, but sleep patterns may have been impacted by something else quite surprising: our cats. Cats are crepuscular creatures and notoriously more active (and hungry!) during early morning hours. While many cat parents are happy to cope with that 4 a.m. feed, this ad targets them in the early morning hours when they may be reaching for their phones most, helping them to get back to sleep after giving in.

Developed by AMV BBDO, the hero film – which is an evolution of the brand’s “4 a.m.” program – has been produced with the latest research in sleep science at its heart. The agency wanted to find a way to create engaging and entertaining content, but also something that would (literally) put people to sleep. Finding a fine balance, and using a combination of the best sleep techniques– including body scans, ASMR voices, calm visual effects, meditation and soothing colors – this ad has turned mobile devices into sleep-inducing aids, all aimed at getting pet parents back to dreamland more easily.

Content advertisement created by BBDO, United Kingdom for Sheba, within the category: Pets.

Advertising Agency: AMV BBDO
CCO: Alex Grieve
ECDs: Nadja Lossgott, Nicholas Hulley
Creative Directors: Jay Phillips, Neil Clarke
Creative Team: Cesar Herszkowicz, Marcos Almirante, Zak Loney
Account Team: Matt Henry, Ella Fanshawe, Alice Kassapian
Strategy Team: Emily Brydon, Phoebe Fielding, Brian Williamson
Agency Producer: Darapen Vongsa-Nga
Production Company: Friends Electric
Director: Ewan Jones Morris
Producer: Giles Edward-N
EP: Barney Richard
Concept Design & Storyboards: Ricardo Bessa
Animatic: Sandra Clua
Animators: Bradley Franklin, Rosalvo Melo, Alixe Labato, Tom Crate, Theo Tagholm
CG Lead: Dean Robinson
CG Artists: Joe Trimby, Jordan Dunstall, Ed Sherwood, Nikolai Maderthoner, Tom Di Stasio, Julie Cruette, Luis Cancio Villalonga
DMP: Dave Gibbons
Director of Photography: Jed Darlington-Roberts
Sound Recordist: Adam Davies
Editor: Holly Winship
Featured Artist: Neil Raitt
Color: ETC Colour
Colorist: Luke Morrison
Sound Studio: 750mph
Audio Post-production: Sam Ashwell, Jake Ashwell
Music & Sound Design: Studiokamp
Media Agency: MediaCom
Digital Agency: Barefoot Proximity
Researchers: Donna Fairly / Behavioral Sleep Therapist, Renata Riha / Sleep Physician at the University of Edinburgh)\
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