SINOMAX reimagines Hong Kong as a city of sleep-deprived giant pandas and giraffes

SINOMAX has launched this citywide brand campaign with Omelette Digital Hong Kong, called Better Sleep, Better Life, aiming to inspire Hongkongers to take better care of their sleep quality.

The campaign aims to illustrate the prevalence of sleep problems in town and therefore the importance of quality sleep. The campaign video recreates Hong Kong’s usual morning scenes — with sleep-deprived people everywhere on public transportation and at work. There is, however, something unusual in the story — people are transformed into “sleepy giant pandas” and “painful giraffes” to illustrate the impact that sleep problems have on people.

The campaign’s media strategy, also put forward by Omelette Digital, works in tandem with the creative idea to amplify the story across multiple platforms, primarily through TV channels, digital channels and buses as moving billboards to engage Hongkongers.

A pioneer in the memory foam bedding market, SINOMAX launched the first memory foam pillow in Hong Kong in 2000.

“Hong Kong is a fast-paced city, which is why sleep problems are common among us. Our goal is to remind everyone that sleep quality is key to good health and that a good mattress and pillow play a crucial role in it. By recreating Hong Kong as a city of sleep-deprived giant pandas and giraffes, we hope to attract Hong Kong’s mass attention back to the fundamental need – getting a better night’s sleep,” said Candy Hon, General Manager, Sinomax Health & Household Products.

Matt Kwok, Creative Director of Omelette Digital, added: “With this campaign, Omelette Digital strives to exaggerate the prevalent sleep problem in the city through CG creation of sleepy animals in order to make the importance of a good night’s sleep more apparent. Our hope is that this humorous take can also help rejuvenate the brand’s image.”