pick me, I'm disruptive
but I'm cooler
well I'm funnier
i'm just here for the vibes
when people started getting tired of hustle culture, we offered a side gig they could do with their eyes closed - by making sleep an official job at Casper.
what happened next?
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over 3000 applicants
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135 Million organic impressions
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6.5 Billion total impressions
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100% brand search increase
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2 Cannes Lions Shortlists & 6 One Show Shortlists
Role | creator
ACD art | Molly Johnson
ACD copy | Evan Elberson
GCD | Katherine Obrien & Jackie Blaze
ECD | Nadia Kamran
CCO | Rob Lenois
views 2.6M
views 3.7M
views 1.4M
views 1.1M
PAID TO SLEEP Documentary
Casper Snorecore
our culture’s newfound love of comfy sleepwear often conflicts with an equally growing interest in high fashion. But who’s to say they have to be mutually exclusive? Casper will make sleep the hottest new lifestyle trend by bringing Snoozewear™ into the upper echelons of the fashion world.
from one organic short form video to:
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VV1 vlog style youtube video sneaking into a NYFW show
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30s TVC spot during the 2023 Oscars E! News red carpet
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garnering $6k in robe sales
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Role | senior creator, director, talent
ACD art | Molly Johnson
ACD copy | Evan Elberson
GCDs | Katherine Obrien & Jackie Blaze
original viral video
stacking on momentum
leveraging cultural moments
Snorecore Hero Video - directed & produced by Nina Taubes
click to watch
Casper x Oscars TVC 2023
edited by Nina Taubes
case study video
edited by Nina Taubes
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nothing makes us appreciate good sleep more than catching how dysfunctional we are without it.
Casper helps awaken and reward people’s love of sleep by bringing playful attention to the silly sleepy mistakes we all relate to.
what happened next?:
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original viral video gaining 300K + organic views
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opened a sweepstakes for participants to submit their best, worst sleepy fails
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received over 400 submissions
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produced a VV1 podcast style video reacting to our favorite responses and putting them on blast
Role | senior creator/designer, talent
CCA | Danny Chamberlain
ACD art | Molly Johnson
ACD copy | Evan Elberson
GCD | Jackie Blaze
Sleepy Fails logo
designed and animated by Nina Taubes
Sleepy Fails video
edited by Nina Taubes
click to watch
brand repositioning 2023
insight | good sleep feels good, yet the industry and culture don’t celebrate it in a way that makes people feel good about sleep
idea | as the original disruptor, Casper will bravely bring about a new unabashed appreciation for sleep like never before
expression | wake up the world’s love for sleep
