Mattress Firm - Don't Sleep on Sleep

America has a sleep problem. People don’t understand how quality of sleep impacts well-being, yet they can't fight what they don’t understand, so Mattress Firm gave the enemy a name – Junk Sleep – and launched an ongoing integrated campaign to encourage Americans to fight back. First, Droga5 unpacked this culprit and the way it manifests. Next, the agency examined its ability to compound over time. And finally, it explored America’s complacency with Junk Sleep and the always-on culture that allows it to thrive. Each execution used humour to confront the perils of poor sleep and the Sleep Experts that could help.