ZzzQuil Radio Spots

The lack of sleep one gets during their busy lifestyle is what drove our campaign concept. Being busy whether it is with work, school, or family can become a big factor on the amount of sleep individuals are able to get daily. We focused on the effects of not sleeping that lead the way people act and conduct their days. By basing our voice off of David Attenborough, we painted a picture of a day in the life of three characters. The first character Daniel, is a young male who lives in New York City and has a difficult time functioning throughout the day while working a corporate job. Second is Erica, who is also a young adult in the city and struggles with work balance and self care. The final character we created was Maggie, who is a mother and partner who lives in the suburbs and is always on the go with her children. My partner Markie and I both curated the copy to best suit our desired voice for the campaign and enjoyed the relatability of the issue of living sleep deprived.

Key Message: A foolproof aid for your restless nights.

Target Audience: Individuals who are young ambitious adults ranging in ages between 25-30 years old. These individuals are driven in their work but also take the time to indulge in video games and music as well as social events in their free time. They oftentimes live in cities that are busy with a lot of life and noise going on around them, making it difficult to wind down and disconnect from the world around them.

Tagline: Reclaim your rest.

Role: Copywriter partner in the campaign.