Bed Brand Dreams Leverages Team GB Sponsorship With ‘Sleep Like True Olympians / Talking Sleep’ Campaign

Leveraging the ‘100 sleeps until the start of the Tokyo 2020 Olympic Games’ milestone, Team GB and ParalympicsGB partner Dreams launched new campaign to highlight the power of sleep by focusing how seriously athletes take their sleep (especially in comparison to average Brits).

The campaign, which launched on 14 April, celebrates the power and importance of sleep and was spearheaded by a hero spot called ‘Doing For Gold’.

The hero short film stars Team GB athlete ambassadors Max Whitlock (Gymnastics), Jade Jones (Taekwondo), Maddie Hinch (Hockey) and Shauna Coxsey (Sport Climbing) in a tongue-in-cheek ‘training’ film featuring the athletes limbering up for a good night’s sleep.

Developed in harness with agency Publicis Sport & Entertainment, the creative emphasises that with only 100 nights before the starting pistol is fired on the Olympic Games, Team GB athletes are getting into serious training mode – warming up for a quality night’s sleep with Dreams.

The idea is based on that fact that sleep is as important to Team GB athletes’ performance as their physical preparations and further content pieces showcase how bedding brand Dreams is supporting Team GB and Paralympics GB with their sleep training.

Further Team GB ambassadors, including track cyclists Laura and Jason Kenny, also front additional online videos including a series of ‘Sleep Talking’ Q&As focusing on their sport, training and their sleeping habits hosted on the brand’s website and amplified via its social platforms alongside supporting social content.

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The activation followed a brand-backed survey of Team GB athletes and more than 2,000 (average) Brits, which found that while 58% of Team GB athletes make sure they sleep for an average of 8 to 10 hours-a-night, 66% of everyday people in the UK sleep for fewer than 8 hours (and 21% average 6 hours per night or less).

The research also found that 25% of Brits have found their sleep has been negatively impacted by the pandemic, but 70% of Team GB athletes have maintained their good sleeping habits and either slept the same number of hours or slept even better throughout Covid-19.

Plus, 98% of Team GB athletes agree that sleep is important to their sporting performance and 61% feeling sleep is equally important as their physical training.

“As the Official Sleep Partner for both Team GB and ParalympicsGB, the athletes’ sleep matters hugely to all of us at Dreams. Throughout the build-up to the Tokyo Games and even in the athletes’ village, we will be using our expertise and products to do everything we can to support the all-important sleep training of Team GB and ParalympicsGB,” explained Dreams Marketing Director Simon Moore. “Not only that, it’s Dreams’ mission to help the whole nation get a better night’s sleep, and we hope our athletes’ gold standard sleep habits will inspire everyone to get the sleep training they need for everyday life.”

Team GB Gymnast Max Whitlock said: “Although we’ve shown the fun side of our sleep training for this Dreams campaign, as athletes we really do take our sleep seriously, and never more so than in an Olympic year. It’s brilliant to be working together with Dreams to make sure I can get the best sleep possible right through to Tokyo, and help others learn about the power of sleep too.”

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