We teamed up with eve sleep and Goodstuff to help viewers wind down on World Sleep Day weekend with the FIRST EVER TV ‘night mode’ ad break.
Eve Sleep and Goodstuff
The Big Idea
With the average Brit getting 5 hours and 36 minutes uninterrupted sleep a night, well under the NHS guidelines, the first ever ‘night mode’ ad break will remove the brain stimulating effect of TV’s blue light by applying an amber coloured filter to adverts from eve sleep and a number of partner brands. The ‘roadblock’ ad break takeover will air simultaneously across Channel 4, E4 and More 4 at approx. 9.45pm on Sunday the 15th of March.
With one in 10 Brits attributing poor sleep to checking work emails before bed, the first of its kind ad break will not just remove the blue light but also include pre-bedtime tips to help people get to sleep more easily.
Supporting the campaign are Calpol, Cazoo, Listerine, The AA and VELUX who are joining the sleep wellness brand in removing the blue light from their adverts within the same break.
In the following ad break, with time edging close to the nation’s average bedtime between 10pm -11pm, a 90 second relaxation film featuring adults, a young child, a baby and a puppy enjoying good sleep will create a relaxing moment for viewers across the country.
In recognition of World Sleep Day some of Channel 4’s idents in which the broadcaster’s iconic blocks are brought to life as a giant will also be set to ‘night mode’ on Sunday evening.
Chris Braithwaite, Agency and Client Sales Leader, Channel 4 said: “We’re really proud of this collaboration with eve sleep and Goodstuff which we hope will help Channel 4 viewers achieve a great night’s sleep. It continues Channel 4’s legacy of delivering innovative, creative campaigns for advertisers that truly engage our audience.”
Making it Happen
The campaign is the result of collaboration between 4Sales, it’s creative arm PL4Y and eve sleep’s media agency Goodstuff, working with agency partners UM (Calpol and Listerine) and Republic of Media (VELUX). Goodstuff also represent Cazoo and The AA.
The partnership forms part of eve sleep‘s wider campaign, Right to Sleep, which taking a stance to ensure that the nation has the right to something that has proved to be absolutely vital to our health and wellbeing…sleep. eve sleep wants to make sure everyone, regardless of their sex, age or background, gets the best possible night’s sleep and can wake up at their best each morning. As part of the Right to Sleep campaign, the sleep wellness brand is lobbying the UK government to recognise sleep under the Human Rights Act 1998.
Post campaign analysis results to follow.