The challenge was to help Boots raise awareness around the 'Gender Sleep Gap'.
Recent studies show women get on average 3 hours less sleep than men a night.
Insight - You are what you sleep. Derived from the fact that sleep deprivation kills you before food deprivation.
Strategy -
Proposition - You are what you sleep. This is derived from the fact that sleep deprivation kills you before food deprivation.
BIG IDEA - MOTHER'S NIGHT
Mother’s Day already being an annual event, is there to give thanks and show love for our Mums. It’s a time for families to spend quality time together, however we believe that Mums need a Night for themselves.
This year, Boots will not celebrate Mother's Day, but instead introduce 'Mother's Night'.
To prove Boots’ commitment for Mother’s Night, they’ll change their name to Slippers for the fortnight before Mother’s Night. Instead of the clinical lighting usually used in stores, they’ll use dimmed lights to make it more sleep-like. The logo will temporarily be changed at stores and on the website.
