Casper was moving into a lifestyle space. They had expanded their offering into a full sleep system beyond just mattresses. Their brand vision was to own sleep and become an expert in this space.
I was inspired to help them bring this brand idea to life. So I came up with a way for them to do this.
What if they put the brand to sleep. Literally.
Brands seem to be so readily available to their consumers now. People demand access all the time. We live on our phones and screens. Everything can be accessed 24/7. So what better time to buck this trend and do the opposite? Show the value of something that is so often taken for granted. Sleep and rest. This shows everyone that Casper is serious about sleep.
So every day from 11pm till 8am, the brand could go to sleep to show its consumers how much it values sleep. All social media will go dark. The website will be shut down and replaced with a nighttime screen and calming music to help you sleep. No sales. No ads. No staff available. A brand that now lives by its philosophy and demonstrates its "why".