Historically, ZzzQuil focused on their benefit of “good sleep” as their main visual communication. But we knew if they wanted to connect with people who are struggling to fall asleep because of _________ (insert worry here), then we needed to create a relatable, emotional connection that makes consumers say “OMG YES! This is so me at night!” Working with the team, we helped push the client into a completely new way of thinking—not only talking about the problem, but showing it in an engaging way.

TV

Social

Print exploration

Credits:
ECD: Joe Johnson
CD: Jason Gorman
ACD's: Salina Cole (copy), Bernadette Coughlin (art)
Sr Writer: Ian Bae
Sr AD: Nicole Koestel
Director: Ric Cantor
Editor: Sean McGrath, Cutting Room