Team sleep
As a brand that champions good sleep, citizenM wanted to launch the annual summer sale that coincided with the 2024 Paris Olympic games to connect the need for good sleep as an olympic sport.
Team
Marco Tiberio - photographer
Cleo Fleischer - creative direction
Emily Smith - creative support
Chelsea Hughes-Monasterio - production manager
the narrative
In a world where productivity is king and the hustle never seems to slow down, we often overlook one of the most fundamental aspects of our wellbeing: sleep. Sleep doesn’t need to be complicated: it’s more than cocoons, pillow menus, rocking beds and smart goggles.
As the world geared up to celebrate the pinnacle of athletic excellence across the summer of sport, citizenM recognised the parallel between the commitment required to excel and the dedication needed to prioritize rest and rejuvenation. Much like athletes who push their bodies to the limit, individuals in every walk of life face daily challenges that demand peak performance.
citizenM is a hotel designed around the modern traveller who see travel as their sport.
The campaign
To launch citizenM’s annual summer sale, we developed a campaign that would combine the world of sleep with athletics to coincide with the Paris summer Olympics in 2024. Through bold, sport-influenced storytelling, we positioned citizenM as the ultimate destination for a champion-level sleep experience.
Each member of "Team Sleep" focussed on a different sleep style, from the Champion of Pillow Hugging to the Champion of Alarm Snoozing. The campaign also had a dedicated microsite to help guests find their optimal sleep conditions.
The campaign was launched across paid and organic social channels as well as newsletters, display advertising and the citizenM app.
