Dairy Farmers of Canada breaks Project Sleep campaign
Dairy Farmers of Canada has begun a new advertising campaign that encourages Canadians to get more quality sleep. The campaign, called "Project Sleep," was developed by DDB Canada. It consists of a 60- and 30-second television commercial called "Goodnight Canada" that is intended to take the form of a lullaby. Two 15-second ads and five-second online video pre-roll executions depict a dairy farmer telling a bedtime story.
The initiative also includes a survey about Canadian sleeping habits conducted by Vision Critical, as well as a website at <http://www.projectsleep.ca> which offers information about sleep during the day and encourages visitors to turn off their screens and go to sleep at night. The site was developed in collaboration with Mirum. Media planning and buying, which incorporates a focus on late-night television time, was conducted by Initiative. Media relations are being conducted by DDB Public Relations. The campaign will run nationally, excepting Quebec, until mid-August.
"Like all Canadians, dairy farmers place immense value on a good night's sleep," said Paul Wallace, executive creative director at DDB Toronto. "To help Dairy Farmers of Canada champion the cause of sleep, the new campaign seeks to raise awareness of Canada's sleep issue and provide solutions to those looking for a better night's rest."