BBDO Singapore recently joined forces with AIA to develop the #OneMoreHour campaign -- a regional program to help Asian citizens get more sleep and ultimately live healthier and longer lives. The campaign includes two brand films, print materials, and social media content to tackle this huge health issue in Asia. The campaign targets specific sleep misconceptions prominent in Asian societies, specifically that sleep should be sacrificed if it means being successful.
One film in the #OneMoreHour campaign shows a little girl who wakes up full of energy and sneaks into her parents' room to try to wake them up. She's not successful, but after the parents begin getting better rest, we see the family transform into one full of energy. The film ends with the question: "Who will you be when you wake up?"