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eve sleep's Quirky Animated Spot Gets You Up with 'Le Coq'

30/04/2021
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adam&eveDDB launches new advertising campaign for eve sleep to promote the benefits of sleep wellness

eve sleep, the sleep wellness brand that sells mattresses online and through retail partners, has launched a new advertising platform in France called 鈥楲a Vie En Jaune鈥 (鈥楲ife In Yellow鈥). To mark the launch the brand has created a new film, 鈥楲e Coq鈥, featuring a stop motion singing cockerel, encapsulating the feeling you get when you wake from having had a really great night鈥檚 sleep. 

Created by adam&eveDDB, the new campaign marks a strategic shift for the sleep wellness brand. 

The 鈥楲a Vie En Jaune鈥 platform 鈥 inspired by eve sleep鈥檚 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 鈥 pays a passing nod to 鈥楲a Vie En Rose鈥, the signature song of popular French singer Edith Piaf. 

The line will now be eve sleep鈥檚 end line across all communications in France.

The 鈥楲e Coq鈥 campaign, eve sleep鈥檚 first major branding push in France, comprises three TV commercials, two DRTV commercials and sponsorship of 鈥楥 脿 Vous鈥 鈥 an early evening French TV show broadcast each weeknight on France 5 鈥 supported by four sets of branded top and tail idents.

In the hero commercial, directed by Peter Sluszka from New York-based Hornet Animations, a cockerel wakes up feeling so amazing that he breaks out into a dramatic yodel rather than the expected grating crow. The idea thus symbolises the energising and uplifting impact of a great night's sleep on an eve.

The new campaign comes after eve sleep鈥檚 strong performance over the past year. In 2020, the company鈥檚 revenue rose 6% to 拢25m driven by 18% growth in the second half of the 12 month period to December 31st 2020.

Airing in France from May 2nd, the new campaign is designed to further support eve sleep鈥檚 future growth across Europe.

鈥–harles Digby-Smith, managing director France at eve sleep said 鈥渉ere at eve we've always done things a little differently. We know how amazing you feel after a great night's sleep, and our business and culture is built around helping as many customers as possible enjoy that feeling each and every day. That feeling, we've come to realise, is the feeling of living a life in yellow. And what better way to celebrate that than the launch of a yodelling cockerel?鈥

Paul Billingsley, managing director at adam&eveDDB, said: 鈥渆ve sleep wants to redefine the mattress category in France. This new campaign establishes the brand as a business whose amazing sleep products don鈥檛 just help you sleep better 鈥 they help you see the world in a different light.

鈥淥ur brief was to bring to life the way you feel after sleeping on an eve sleep mattress. Our response articulates eve sleep鈥檚 mission to make the world a happier, healthier place through better sleep and brighter mornings by giving people the sleep they need to rise and shine.鈥 


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