Our Challenge
Woolroom, the natural sleep specialists behind the proposition “Better Sleep, Naturally”, partnered with Sony Pictures for the launch of The Sheep Detectives – a family comedy centred around a flock of sheep solving a mystery. The challenge was to create a campaign that connected the film’s playful detective storytelling with Woolroom’s expertise in natural sleep, while driving awareness across paid, social, PR and retail channels.
Our Creative Thinking
We created a campaign platform that turned better sleep into a playful “whodunnit”, positioning Woolroom’s products as the solution to “The Case of the Missing Sleep”. Built around messaging such as “Sheep Have It Sussed” and “Solve the Mystery of Better Sleep”, the campaign blended humour, detective storytelling and Woolroom’s natural sleep proposition into one cohesive creative platform.
Alongside the campaign narrative and messaging framework, we developed visual direction for static, social and motion assets that combined Sony’s cinematic visuals with Woolroom’s calm, premium bedding photography. The campaign was designed to flex seamlessly across social, outdoor, influencer, PR and digital channels.
The Outcome
The result was a distinctive entertainment-led campaign platform that strengthened Woolroom’s “Better Sleep, Naturally” positioning while creating a culturally relevant partnership with broad multi-channel potential. From social-first content and competition mechanics to outdoor concepts and influencer activations, the campaign delivered a scalable creative system designed to engage audiences and build brand visibility around the film launch.
To hear more about our work in a specific sector, please get in touch.
