Late 2025, we were proudly engaged by leading international sleep technology brand Eight Sleep to strategise, alongside their team, their launch campaign into Australian markets.
We firstly built out our strategy around summer’s biggest sporting moments: the Australian Open and Ashes Test cricket series. Australians are sports obsessed but inherently sceptical of marketing hyperbole, with this in mind we created benefit led messaging (with a touch of wit) that speaks to performance and recovery during peak heat. The work positions Eight Sleep at the intersection of Australia’s health-conscious urban culture alongside our love for a summer of sport.
Our Approach
Year Completed
2025
We presented three distinct creative territories for Eight Sleep: culturally specific Australian messaging (“Sleep that feels like the southerly”), sports-oriented concepts with interchangeable taglines across tennis and cricket (“Sweat the sets, not your sheets”), and clean tech focused product introduction emphasising dual zone temperature control and their key product propositions. Each direction was designed to resonate authentically with discerning early adopters while maintaining flexibility across OOH and Meta channels throughout the summer campaign period.
Our Approach
We presented three distinct creative territories for Eight Sleep: culturally specific Australian messaging (“Sleep that feels like the southerly”), sports-oriented concepts with interchangeable taglines across tennis and cricket (“Sweat the sets, not your sheets”), and clean tech focused product introduction emphasising dual zone temperature control and their key product propositions. Each direction was designed to resonate authentically with discerning early adopters while maintaining flexibility across OOH and Meta channels throughout the summer campaign period.
Year Completed
2025
In Summary
Beyond creative concepts, we provided guidance on what to avoid in the Australian market: overly staged sleep imagery, bushfire adjacent colour palettes and associated language and polished aesthetics that feel disconnected from our culture. Australians are local loyalists, hesitant to adopt new technology and respond to brands that acknowledge and celebrate rather than misunderstand. This cultural recognition ensures Eight Sleep enters the market authentically, speaking to who we are rather than importing American marketing conventions that simply don’t land here. To view the now live campaign, head into Melbourne and Sydney’s CBD’s and surrounding sports grounds.
