2020 Winner

CASE SUMMARY

As human beings, there are few things we treasure more than sleep. But for the more than one million people who suffer from Atopic Dermatitis (AD), a severe and chronic type of eczema, a good night’s rest remains a dream. To raise awareness of the disease, Edelman built “The World’s Most Uncomfortable Bed,” a multisensory experience including burlap pillows (and matching pajamas), linens and a mattress designed to induce tossing and turning. There was even a heating device that interrupted REM sleep with intermittent hot flashes. The agency worked with medical associations to validate the creative concept and gain support, and in the end, the campaign resulted in a 94% increase in AD awareness and a 79% jump in intention to talk to a medical professional about the disease.

Credits

Primary Manager/Director: Marissa Smith
Creative Director: Andrew Simon
Art Director: Matt Smith
Copywriter: Scott Tavener
Planner/Strategists: Tamara Sulliman
Account Lead: Dana Singleton
Team Lead: Marsha Rosenberg
Art Director: Robin Soukvilay and Matt Smith
Cinematography: Josh Sam
Account Director: Ryley Murray
Senior Account Manager: Zuhair Herzallah
Production Company: Edelman Canada
Post House: Edelman Canada