Publicis Singapore2019Health Promotion Board SingaporeCaptain Sleep
Kids aged 3 - 6 years old were not sleeping enough. So we brought back the good old bedtime storybooks with a modern touch by giving main character energy to the kid reading them.
To aid parents in their daily struggle of putting their kids to sleep, we created the entire Captain Sleep universe: A sleep kit that champions bedtime routine, containing our self-written and produced storybooks, audio books on Spotify, an audio relaxation guide, sleep mission reward charts and DIY props to enhance the storytelling experience.
In addition to our sleep kit, we created personalised storybooks, where parents can get their child to be a part of Captain Sleep’s adventures by having their child’s name and chosen avatar to star alongside Captain Sleep.
Awards→ Markies Awards 2020 | Most Creative - Content Marketing
→ Markies Awards 2020 | Most Creative - Specific Audience
→ Markies Awards 2020 | Most Effective Use of Content
→ Markies Awards 2020 | Most Effective Use of Consumer Insights
→ Markies Awards 2020 | Most effective - Specific Audience
+ CreditsCreative Director: Ho Pei Ling
Art Director: Tania Sim
Copywriter: Cassandra Sim
● Book launch ● Universe launch
We published a series of four physical books as well as audiobooks, with storylines and characters crafted by us.
To further help parents entice their kids to sleep in an interactive way, we also provided DIY props and reward charts to track sleep progress while encouraging bonding with their tots. Parents were also given a sleep guide with further information to help them.
