INFO
Mr. Sandman & The Spirits is a project campaign part of the Social Marketing for Headspace. This project aims to raise awareness of the importance of rest and implement better sleeping habits for young adults (17-24 years old), especially college students.
— YEAR
2021
— ROLE
Instagram Creative
Media Executive
— PROJECT TEAM
Ali Farhan
Carissa Putri
Fathya E Ufaira
Kataoka Erina
Slightly different from my previous experiences in making an ad. In this project, we did social marketing, where the end result is not exactly numbers but behavioral change. While we were still at the pitching ideas stage where we already made our project objective, Headspace had just released a new series on Netflix called “Guide to Sleep.” Recognizing that this series is notably relevant to our mission, we decided to include and promote the Headspace Guide to Sleep series in our campaign.
We approach the objective by building up a narrative from made-up characters as well as world-building. This campaign works as more of a transmedia storytelling that connects one platform to another, and more of an experience than an advertisement.
A brief ‘playthrough’ of the experience
Afterword
Tapping more into my copywriting and story-telling writing skills in this campaign. This was very different compared to other advertising brief that I had done.