To quote from a report about a one-of-a-kind campaign by New Zealand-based sleep supplement brand, Healtheries:
Healtheries and TBWA\New Zealand flipped bedtime on its head with Sleep vs Sloth, a world-first showdown that pitted New Zealand’s best sleeper against one of nature’s most famous nappers, a real Costa Rican sloth.
Created to spark conversation about sleep, the campaign leaned into Healtheries’ position as Aotearoa’s number one sleep supplement brand. It kicked off with a nationwide callout, challenging Kiwis to show off their snoozing skills for a dream trip to Costa Rica.
That title went to Nelson-born lawyer Andy Franklet, who proved he could nap with the best of them. Andy flew to Costa Rica for a live-streamed “sleep-off” on Healtheries’ Instagram, facing his furry rival in front of thousands of entertained viewers.
And this is some of what one of the people behind the campaign was quoted as saying about it:
Sleep vs Sloth was about entertainment first, but it’s been amazing to see how many people have joined the conversation. And yes, we’re stoked Andy out-snoozed the sloth.