Creatives Sleep Well, According to Sid Lee Paris and Simmons

Since the beginning of 2018 the brand of comfort and well-being mattresses, Simmons, has been rolling out a new platform, created by agency Sid Lee Paris: “Tomorrow starts tonight.”

The tech-focused brand of the Adova group doesn’t view sleep as simply a break from the day, but rather time to recuperate and heal, time for our muscles to regenerate and our brain to recover. It allows us to think more clearly and better express ourselves during the waking hours. In short, sleep is more productive than we tend to think.

And because our nights determine our days, Simmons created ‘Good Sleep for Great Ideas’, a campaign promoting both the brand and its Air+mattress. The film, which centres on the idea of awakening the inner creativity that lies in each of us, illustrates the connection by masterfully transposing key moments of creativity, reflection and awareness into the rectangular form of a mattress.