“Truly understands what its consumers are experiencing” – Ad Week
Brief
Launch luxury CBD brand OTO by raising awareness that CBD can help you finally get the rest you need
In the UK, CBD has long been associated with anxiety. But is rarely associated with its scientifically proven properties as a sleep aid.
Idea
Reimagine an iconic dance track into a much needed sleep track
In 1995, Faithless released the seminal dance anthem, Insomnia. It was the three minute soundscape to a generation fuelled on Ecstasy that stayed up all night.
We made it orchestral. We slowed it down. We incorporated science. We created a dozy experience to be heightened by CBD. We took something our audience raved to and turned it into a comfort blanket for relaxation.
We also made it 27-blissful minutes in length, the average time it takes us to fall asleep.
Impact
Not just a comms campaign, but created culture
our UK based campaign reached markets globally, sparking debate around local black hair rules in their markets.
garnered press from global, national and local new outlets
3.3 billion total reach with 52% of coverage in golden basket media titles
91% key message inclusion with 78% including a Dove ambassador quote
30k+ organic views and counting
Click the image to have a listen to the remix.