Forty Winks fears the waking dread

Australian bedding retailer Forty Winks has launched its first brand refresh in six years, one that shows how a sleepless night can make you feel like a zombie. 

Created by brand experience agency Akcelo, the new campaign introduces viewers to ‘The Unslept’, a zombie-like horde of sleep-deprived people which represents the near 50% of Australian adults who report at least two recurring sleep issues.

Directed by Rabbit co-founder Owen Trevor Black, we see mouth breathers, side sleepers, toss ‘n’ turners, cover snatchers, hot sleepers and doom scrollers descend on a Forty Winks store and the team inside. The staff then put their expertise, and Forty Winks’ products, to good use, working calmly together to solve the respective sleep challenges of the oncoming horde.

“Poor sleep is a serious topic... but it’s also ripe for comedy," said Aden Hepburn, CEO of Akcelo. "With ‘The Unslept’ we have found an incredible, creative vehicle to tackle Australia’s sleep problem in a disarming and memorable way. We have no doubt that every Australian will see themselves – or a loved one – in one of these characters.”