EVE SLEEP LA VIE EN JAUNE

Eve Sleep needed to build equity with consumers in France, and asked us to create their biggest brand campaign to communicate the brands unique approach to sleep wellness.  Our brief? Bring to life the amazing feeling you get after a great night sleep on an eve mattress, and how it utterly changes you for the best. We created a thoroughly charming and contagious character in the new face of the brand – Monsieur Le Coq, who finds himself transformed after sleeping on an Eve Sleep mattress for the very first time.

The ‘La Vie En Jaune’ platform – inspired by eve sleep’s yellow brand identity and core product benefit: by giving people a better night's sleep, it helps customers wake up feeling full of optimism and energy – pays a passing nod to ‘La Vie En Rose’, the signature song of popular French singer Edith Piaf. The line will now be eve sleep’s end line across all communications in France.

The ‘Le Coq’ campaign, eve sleep’s first major branding push in France, comprises three TV commercials, two DRTV commercials and sponsorship of ‘C à Vous’ – an early evening French TV show broadcast each weeknight on France 5 – supported by four sets of branded top and tail idents.