SINOMAX recreates HK as city of sleep-deprived pandas in brand campaign

Sleep brand SINOMAX has recreated Hong Kong as a city of sleep-deprived giant pandas and giraffes through a citywide brand campaign aimed at inspiring Hongkongers to take better care of their sleep quality.

Also known as “Better sleep, better life” (太空棉，太好眠), the campaign is done in collaboration with local creative agency Omelette Digital. It takes a humorous approach to illustrate the prevalence of sleep problems in town and therefore the importance of quality sleep. 

As part of the campaign, SINOMAX has released a video that recreates Hong Kong's usual morning scenes — with sleep-deprived people everywhere on public transportation and at work. Meanwhile, people are transformed into "sleepy giant pandas" and "painful giraffes" to illustrate the impact that sleep problems have on people. 

Running from November 2024 until January 2025, the campaign's media strategy complements the creative concept by spreading the story across various platforms, mainly through TV channels, digital media, and buses acting as moving billboards to engage Hongkongers.

The campaign has leveraged humorous and innovative depiction to break through the clutter of competitive sleep product industry, while communicating to mass public that SINOMAX fully understands people’s need for a good sleep, said a spokesperson from SINOMAX. "We are here to empower people having a good sleep, and a good life with our innovative memory foam products." 

It has also raised impactful awareness building by creating humorous and innovative video content, sustained by conversion-driven banners and social content to drive valued time-offer purchase, added the spokesperson. The campaign is amplified through TV channels such as TVB and ViuTV, digital platforms such as YouTube and social media.

Candy Hon, general manager, Sinomax health and household products, said: “Hong Kong is a fast-paced city, which is why sleep problems are common among us. Our goal is to remind everyone that sleep quality is key to good health and that a good mattress and pillow play a crucial role in it. By recreating Hong Kong as a city of sleep-deprived giant pandas and giraffes, we hope to attract Hong Kong’s mass attention back to the fundamental need – getting a better night’s sleep.”

Matt Kwok, creative director, Omelette Digital, said: “With this campaign, Omelette Digital strives to exaggerate the prevalent sleep problem in the city through CG creation of sleepy animals in order to make the importance of a good night's sleep more apparent. Our hope is that this humorous take can also help rejuvenate the brand's image.” 

Specialising in memory foam bedding product, SINOMAX integrates research, development, manufacture and retail. The brand is committed to provide the most suitable sleep solution for people in the world, with research and innovative products developed collaboratively with Sinomax-USA Dream Studio, according to the release. SINOMAX believes that the material of the mattress and pillow is the key factor that affects a good night’s sleep, a fundamental need everyone deserves.

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