We don't sleep until you sleep well.
Founders Lars van der Wijst and Jens Timmers step in front of the camera for the brand's new TV campaign, launched across the Netherlands and Germany. No actors playing the part of "people who care about sleep." Just the two people who actually do.
"We don't sleep until you sleep well" isn't a line someone wrote for a script. It's how they've always worked: testing, rebuilding, obsessing over details most brands wouldn't bother with. Two years on a zipper, because a zipper on a sleep product still has to be right.
The restless sleeper
The campaign centers on what they call the "wakkerligger"... the restless sleeper. Not just someone staring at the ceiling at 3am, but anyone who overthinks, doubts, or has already tried three other brands that promised the same thing. Part of it was shot right in Cloudpillo's own office. It also introduces the Wakkerliggers Ruimte, a space built from the shapes and colours the brand has been developing all along.
Germany gets the same story, told the same way. Van der Wijst and Timmers performing it themselves in German, with a language coach, but never hiding where they're from.
The packaging couldn't be left behind either.
The new branding is also evident with every purchase, as the packaging changed completely to match the growth of the brand.
