Social Campaign

Upwave / Turner

About the Project

Turner Broadcasting started a new effort to create health and wellness content for TV and digital media across its networks under the brand name Upwave. Upwave, was a lifestyle channel promoting well-being and health tips Among developing a lot of their social and on-air content, Turner came to us with the idea of taking on sleep as a bigger campaign that no one had yet to do seriously. They wanted to promote sleep as an ownable space for Upwave and to become the authoritative voice on this often ignored (yet health critical) part of our active lives.

Agency

Client - Turner Broadcasting
Agency - Iris Worldwide
Country - US

Role

Art Direction, Motion Graphics, Campaign Concept

Social Campaign

Upwave / Turner

About the Project

Turner Broadcasting started a new effort to create health and wellness content for TV and digital media across its networks under the brand name Upwave. Upwave, was a lifestyle channel promoting well-being and health tips Among developing a lot of their social and on-air content, Turner came to us with the idea of taking on sleep as a bigger campaign that no one had yet to do seriously. They wanted to promote sleep as an ownable space for Upwave and to become the authoritative voice on this often ignored (yet health critical) part of our active lives.

Agency

Client - Turner Broadcasting
Agency - Iris Worldwide
Country - US

Role

Art Direction, Motion Graphics, Campaign Concept

Social Campaign

Upwave / Turner

About the Project

Turner Broadcasting started a new effort to create health and wellness content for TV and digital media across its networks under the brand name Upwave. Upwave, was a lifestyle channel promoting well-being and health tips Among developing a lot of their social and on-air content, Turner came to us with the idea of taking on sleep as a bigger campaign that no one had yet to do seriously. They wanted to promote sleep as an ownable space for Upwave and to become the authoritative voice on this often ignored (yet health critical) part of our active lives.

Agency

Client - Turner Broadcasting
Agency - Iris Worldwide
Country - US

Role

Art Direction, Motion Graphics, Campaign Concept

The Brief

Turner came to us with the idea of taking on sleep as a bigger campaign that no one had yet to do seriously. To sell sleep as an ownable space for Upwave and to become the authoritative voice on this ignored part of our active lives. There are already plenty of apps and all the research out there to remind us about health and sleep. But the problem was reversing the long standing perception of sleep as non-productive waste of time for a society obsessed with productivity. Wellness should be an easy sell, and most people already know that sleep is important, but we had to look to change behavior as well as minds. We needed to transform the perception of sleep into a fun competitive sports routine, as important as going to the gym.

The Brief

Turner came to us with the idea of taking on sleep as a bigger campaign that no one had yet to do seriously. To sell sleep as an ownable space for Upwave and to become the authoritative voice on this ignored part of our active lives. There are already plenty of apps and all the research out there to remind us about health and sleep. But the problem was reversing the long standing perception of sleep as non-productive waste of time for a society obsessed with productivity. Wellness should be an easy sell, and most people already know that sleep is important, but we had to look to change behavior as well as minds. We needed to transform the perception of sleep into a fun competitive sports routine, as important as going to the gym.

The Brief

Turner came to us with the idea of taking on sleep as a bigger campaign that no one had yet to do seriously. To sell sleep as an ownable space for Upwave and to become the authoritative voice on this ignored part of our active lives. There are already plenty of apps and all the research out there to remind us about health and sleep. But the problem was reversing the long standing perception of sleep as non-productive waste of time for a society obsessed with productivity. Wellness should be an easy sell, and most people already know that sleep is important, but we had to look to change behavior as well as minds. We needed to transform the perception of sleep into a fun competitive sports routine, as important as going to the gym.

The Big Idea: Transform sleep into a sport

Our solution was to change thinking about how people see sleep fitting into their healthy lives. turn sleep into a sport. Transform the thinking of sleep as a passive, unconscious act, into an activity like any exercise. People work out, go to yoga classes, hit the gyms..so why shouldn't sleep fit in next to that same motivational space. To do this we would try to position an awareness campaign in the same arena as the way nike or adidas inspires greatness and grit from running or football. Use the same inspirational and bold messaging and emotional photography that inspires personal best and greatness in sports…only of people in tranquil sleep poses. As an integrated campaign, the idea was to live on-air, online, partnerships with hotels and conventions. The client loved the idea and all was set to go. Unfortunately Turner canceled the entire Upwave channel/ Program just shortly after and the campaign never came to light.

The Big Idea: Transform sleep into a sport

Our solution was to change thinking about how people see sleep fitting into their healthy lives. turn sleep into a sport. Transform the thinking of sleep as a passive, unconscious act, into an activity like any exercise. People work out, go to yoga classes, hit the gyms..so why shouldn't sleep fit in next to that same motivational space. To do this we would try to position an awareness campaign in the same arena as the way nike or adidas inspires greatness and grit from running or football. Use the same inspirational and bold messaging and emotional photography that inspires personal best and greatness in sports…only of people in tranquil sleep poses. As an integrated campaign, the idea was to live on-air, online, partnerships with hotels and conventions. The client loved the idea and all was set to go. Unfortunately Turner canceled the entire Upwave channel/ Program just shortly after and the campaign never came to light.

The Big Idea: Transform sleep into a sport

Our solution was to change thinking about how people see sleep fitting into their healthy lives. turn sleep into a sport. Transform the thinking of sleep as a passive, unconscious act, into an activity like any exercise. People work out, go to yoga classes, hit the gyms..so why shouldn't sleep fit in next to that same motivational space. To do this we would try to position an awareness campaign in the same arena as the way nike or adidas inspires greatness and grit from running or football. Use the same inspirational and bold messaging and emotional photography that inspires personal best and greatness in sports…only of people in tranquil sleep poses. As an integrated campaign, the idea was to live on-air, online, partnerships with hotels and conventions. The client loved the idea and all was set to go. Unfortunately Turner canceled the entire Upwave channel/ Program just shortly after and the campaign never came to light.

Bumpers

In addition to the occasional campaign work, we produced all of Upwave's social, on-air and online assets and messaging. Here are just a few of their on-air Bumpers among many.

Bumpers

In addition to the occasional campaign work, we produced all of Upwave's social, on-air and online assets and messaging. Here are just a few of their on-air Bumpers among many.

Bumpers

In addition to the occasional campaign work, we produced all of Upwave's social, on-air and online assets and messaging. Here are just a few of their on-air Bumpers among many.

hello@pyko.net   |   US: +1.678.666.0099 |   DE: +49.1634693379

©2024

hello@pyko.net   |   US: +1.678.666.0099 |   DE: +49.1634693379

©2024

hello@pyko.net
US: +1.678.666.0099
DE: +49.1634693379

©2024