# Soundly Sleeping Villain Ads The Casablanca Home I-Pillow Campaign Sells Trouble-Forgetting Rest By Meghan Young | Published 2014-02-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/casablanca-home-ipillow References: [adeevee](http://www.adeevee.com/2014/02/casablanca-pillows-sleep-print/) & [leoburnett](http://www.leoburnett.com) The idea of sleeping so soundly that the stress and anxiety of the day is put on the back burner is something many people would love to achieve; the [Casablanca Home](https://www.trendhunter.com/trends/runway-lip) I-Pillow ad campaign shows them that it is possible. Even the tag line reads, "When you sleep well, your troubles sleep well too." The illustration making up the Casablanca Home I-Pillow ad campaign depicts a bank robber passed out with a police officer on the other side of his pillow. The Casablanca Home I-Pillow ad campaign was conceived and executed by the Leo Burnett ad agency based in Hong Kong. It was art directed by Ra Tang and Kenny Ip with illustrations by artist Andrey Gordeev. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 29% | Activity: 54% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Stress-relief Sleep:** Disruptive innovation opportunities lie in developing sleep products and services that specifically target stress reduction and anxiety relief. - **Trouble-forgetting Advertising:** There is potential for disruptive innovation in the advertising industry by creating campaigns that promote the idea of escaping from daily troubles through relaxation and sleep. - **Illustrative Sleep Marketing:** Creating visually captivating ad campaigns with illustrations can be a disruptive innovation opportunity to capture attention and convey the benefits of a restful sleep. ### Sectors Adopting This - **Sleep Products:** Developing innovative sleep products, such as smart pillows, aromatherapy aids, or calming sound machines, presents opportunities for disrupting the sleep industry. - **Advertising:** Incorporating the concept of stress relief and relaxation in advertising campaigns can disrupt the traditional advertising landscape and capture consumers' attention. - **Art and Design:** Collaborating with skilled illustrators and artists to create captivating visuals in marketing materials opens up disruptive innovation opportunities within the art and design industry. ## Related on Trend Hunter - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Sleep-Focused Travel Campaigns](https://www.trendhunter.com/trends/in-search-of-sleep.md) - [Cheeky Self-Care Pillows](https://www.trendhunter.com/trends/do-not-disturb-decor.md) - [Time-Specific Marketing Campaigns](https://www.trendhunter.com/trends/u-up-campaign.md) - [All-Dark Marketing Campaigns](https://www.trendhunter.com/trends/darkest-campaign-yet.md) - [Fashion-Inspired Sleep Aid Campaigns](https://www.trendhunter.com/trends/sleep-aid1.md) - [Innovative Advanced Pillow Technologies](https://www.trendhunter.com/trends/brain-sleep.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md)