help i can't sleep - "Mountain"

twofifteenmccann

twofifteenmccann San Francisco, United States

6899

Brand: help i can't sleep
Country: United States

Advertiser: Help Remedies

Title	Mountain
Agency	twofifteenmccann
Campaign	Dream Recommendations
Advertiser	Help Remedies
Brand	help i can't sleep
Date of First Broadcast/Publication	2011 / 3
Business Sector	OTC Medicines (Pain Relievers, Cold & Flu, ...)
Philosophy	Dream 1: Specially formulated for persons having problems with figures of authority.
Problem	Help Remedies is a not a traditional OTC pharmaceutical brand, so when agencytwofifteen was asked to develop a marketing program for “help I can’t sleep,” it was clear that the advertising shouldn’t speak to a consumer like a traditional OTC pharmaceutical company, but rather be as simple and strangely utilitarian as the brand itself. Rather than talk about insomnia or the frustration of being unable to sleep, agencytwofifteen moved the conversation a step beyond, to explore dreams – the funny and sometimes strange things that come to the surface once a person falls asleep.
Result	Working with production companies Tool of North America and Lifelong Friendship Society, agencytwofifteen developed nine different dream recommendation films that feature an array of funny and sometimes outlandish dream scenarios – anything from human sized puppies lamenting their lack of extra-marital affairs to a milkmaid who lives in a picture that hangs in a dermatologist’s waiting room – which vary in length from 30 seconds to 2 minutes. The dream recommendations are complemented by an app for iPhone, iPad and iPod Touch, developed with We Are Licious, which “records” a person’s dreams and posts them to Facebook or Twitter. The app allows people to test whether they are having the dreams that help I can’t sleep recommended, or some other wonderful dream, and shares those dreams with their friends live. agencytwofifteen also influenced the product packaging, adding dream recommendations to each box of help I can’t sleep.
Media Type	Web Film
Music Company / Composer	Human
Executive Creative Director	Scott Duchon
Executive Creative Director	John Patroulis
Creative Director	Paul Caiozzo
Creative Director	Nathan Frank
Art Director	Paul Caiozzo
Art Director	Nathan Frank
Copywriter	Paul Caiozzo
Copywriter	Nathan Frank
Agency Producer	Mandie Bowe
Agency Producer	Joyce Chen
Account Supervisor	Melissa Hill
Editing Company	Arcade Edit
Post Production	LifelongFriendshipSociety
Special Effects / VFX	LifelongFriendshipSociety
Production Company	LifelongFriendshipSociety
Director	Jason Jones