OTO
FAITHLESS
BRIEF
In the UK, CBD has long been associated with anxiety. But is rarely associated with its scientifically proven properties as a sleep aid.
Our brief: help launch the brand in the UK and in doing so, deliver a powerful message around how OTO helps you get a good night's sleep.
IDEA
In 1995, Faithless released the seminal dance anthem, Insomnia. It was the three minute soundscape to a generation fuelled on Ecstasy that stayed up all night.
Our idea: work with Faithless to reimagine their iconic track as a sleep track.
We made it orchestral. We slowed it down. We incorporated science. We created a dozy experience to be heightened by CBD. We took something our audience raved to and turned it into a comfort blanket for relaxation.
We also made it 27-blissful minutes in length, the average time it takes us to fall asleep.
RESULTS
One of those campaigns that your mates that don’t work in PR tell you about.
A huge reach of over 300M and over 100K track plays (without a penny of media spend).
