chief sleep officer

Creative idea

The world runs on hustle — and in Bulgaria, even more so. Sleep is often seen as wasted time, something you sacrifice to succeed. For isleep, a Bulgarian brand for mattresses and sleep products, this mindset was the real barrier. So instead of fighting hustle culture, we redefined it. Because if you want to perform at your best, you have to “work” on your sleep too. We created a new role — Chief Sleep Officer — and appointed Ivet Lalova, Olympic sprinter and one of Bulgaria’s most respected athletes, as its first holder.

Brand name: isleep
Advertiser / client: isleep
Product / service: isleep
Campaign name: chief sleep officer
Agency network: INDEPENDENT AGENCY
Agency: proof.
Additional company: proof.
Agency chief executive officer: Sava Ahmakov
Chief creative officer: Angel Iskrev
Executive creative director: Angel Iskrev
Creative director: Angel Iskrev
Art director: Boyana Aleksieva
Copywriter: Angel Iskrev
Designer: Boyana Aleksieva
Account director (agency): Sanya Stefanova
Film production: Razkaz
Director: Viktor Ivanov