A new campaign from Casper Canada depicts how people actually sleep in all their awkward-posed, smushed-face glory.
The latest work, ironically titled “This is Perfect Sleep,” is Casper’s first campaign collaboration with Gut Toronto and the brand’s first 360 launch since Sleep Country purchased its Canadian operations and assets in 2023.
“At Casper Canada, we believe the best sleep happens when we don’t care how it looks,” said Sarah Badun, VP and general manager at Casper Canada. “We wanted to show people what real, restorative rest looks like. That starts with ditching perfection and embracing the reality of true restful sleep.”
Gut Toronto’s CCO Max Geraldo says the shop’s goal was to break from the tradition of sleep ads depicting impossibly ideal images of rest.
“The insight was simple: If sleep looks good, it probably wasn’t real,” he says. “So we embraced the mess, tangled sheets, unflattering angles and elevated it with rich visuals and an original, joyful, 70s-inspired track.”
Geraldo says honest displays of rest, while a little weird, are relatable and vulnerable, much like act of sleep itself.
In 2024, Casper Canada’s partnership with Gut Toronto kicked off with the agency leading a refresh of the company’s brand guidelines.
The latest work, according to the shop, represents a significant investment and uses bolder, emotional storytelling to mark Casper Canada’s evolution from a mattress-in-a-box pioneer to a Canadian-based sleep-innovation leader that offers a diverse range of products.
The omnichannel campaign is now live nationwide on connected TV and social platforms with an out-of-home rollout planned for September.
The campaign’s high-impact activations align with sleep-related habits such as transit OOH to catch commuters in the morning and evening and digital content tailored to online content consumption habits.
Media tactics target the direct-to-consumer savvy 25 to 34 age demographic. The connected TV and out-of-home placements target the 35 to 54 demographic that is more likely to place quality sleep as a high priority. Kingstar Media handled the buy.
The campaign was timed to roll out ahead of Canada Day, a key mattress-shopping period leading into the summer-holiday season.
