The world is in the grips of a global sleep crisis. You might even be one of the four in ten people who get less than three nights of good sleep a week. If that’s you, you know the price you pay - low energy, poor focus, bad mood. But this isn’t just a quality-of-life issue; it’s a public health emergency.
Enter ResMed, with a single mission: to help the world sleep better, and live longer, healthier, happier lives.
First, ResMed needed to counter another epidemic: the flood of useless sleep “solutions” flooding the internet and social media, as poor sleepers doomscrolled their late-night feeds in desperation.
The sleep category lacked a credible, global authority. Until now.
ResMed’s goal was clear: get poor sleepers to take a free sleep assessment, so they could be properly diagnosed and receive the right care. To do that, they had to shift the conversation - from one dominated by myths and fads to one grounded in science. It had to be insightful, relatable, and impossible to ignore. It had to get people to act.
They partnered with Hopeful Monsters, who dreamt up and awoke ‘Discover Your Sleep Superpowers’. The campaign objective? Show how real sleep improvements could make people feel superhuman and get them to take the assessment. The audience? Sleep-deprived people around the world.
At the heart of Hopeful Monsters’ strategy was a transformative insight: quality sleep was not just a health necessity - it was a hidden superpower waiting to be unleashed.
Hopeful Monsters creative concept? “Discover Your Sleep Superpowers”.
Rather than dwell on the negative impacts of sleep deprivation, like every other brand, the creative direction celebrated the life-changing benefits of a good night’s rest. The team envisioned everyday individuals as “sleep superheroes,” capable of overcoming daily challenges like a lack of energy and focus, forgetfulness, or a depleted immune system, once they unlocked the power of restorative sleep.
At the heart of the campaign was a disruptive TVC, launched during the San Diego Tennis Open. It told a relatable story of a high-pressure parenting crisis, featuring a seemingly dead pet goldfish with a surreal plot twist, delivering humour and humanity while illustrating how good sleep can transform how people perform during the moments that matter most.
Launching on World Sleep Day, the omnichannel strategy ensured that the campaign’s narrative permeated every aspect of the consumer’s daily life. Beyond the TVC and social media, the campaign showed its superhuman flexibility across out-of-home, point-of-sale displays, print media, an illustrated eBook, a dedicated microsite, and targeted digital content. Hopeful Monsters even collaborated with medical professionals and internal brand advocates to amplify the message, reinforcing the idea that quality sleep was a vital, everyday superpower.
In a bold departure from conventional brand storytelling, the team shifted the narrative from a product-centric message to one that celebrated real-life transformations. The campaign showcased authentic stories from everyday individuals who had experienced extraordinary improvements in their lives thanks to quality sleep. Through interviews and custom animations, these “real sleep superheroes” communicated the tangible benefits of ResMed’s solutions in a way that was both relatable and inspirational.
Recognising the need for a truly global campaign that felt personal in every region, the team used Adobe Firefly’s generative AI to localise visuals in eight languages across 12 markets. This meant casting broader representation in creative assets and tailoring them for different geographies, without blowing out the budget.
The Global Campaign Toolkit provided markets with a guide to further localising content bespoke to their local nuances and placements.
Every element of Hopeful Monsters’ strategy was carefully calibrated to break through the noise of traditional healthcare communications. By embracing an approach that was creative, inclusive, and technology-driven, they redefined the conversation around sleep wellness.
The campaign was more than just a marketing effort; it was a movement that empowered individuals to take charge of their sleep health and, in doing so, transform their lives.
“Discover Your Sleep Superpowers” redefined healthcare marketing - proving it’s possible to make a significant public health impact while delivering strong commercial returns. Do good. Do well.
The goal - to get poor sleep sufferers to take a free sleep assessment - was exceeded by 160% within weeks, ensuring more people than ever could be properly diagnosed and get the life changing help they needed.
Commercially, the campaign drove a 9.2% year-over-year increase in global revenue for Resmed, reaching $1.2 billion.
Its reach was extensive: the TVC generated over 1.6M+ impressions, social content 2.2M+ views, and the microsite attracted 1.8M visitors.
The “How the World Sleeps” survey, with insights from 36,000 respondents across 17 countries, became an eBook (5,000+ downloads) and infographic, shared via social, PR, and owned channels. Far from dry data, the content was clear, credible, conversation-starting, and media attention-grabbing.
Grounded in robust, global data, the campaign cemented ResMed’s position as a sleep-health thought leader, empowering consumers to take control of their wellbeing. It also sparked internal pride and participation, with employees worldwide stepping up as ambassadors for sleep advocacy.
‘Discover Your Sleep Superpowers’ wasn’t just another healthcare campaign; it was a global health intervention in disguise. It became a movement that redefined the sleep wellness category, empowered millions, and set a new benchmark for creative, human-centered brand storytelling.
