Cannes Lions

SLEEP NAKED

LEO BURNETT GROUP SINGAPORE, Singapore / WORLD WILDLIFE FOUNDATION / 2013

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Overview

Entries

Credits

OVERVIEW

Execution

Our solution was Sleep Naked, a campaign to get Singaporeans to go to bed dressed in less every night. Because the less you wear to bed, the less cooling you’d need, and the easier it would be to turn your air conditioner up by 1 degree.

Outcome

At the end of two months, 9,500 individuals pledged to Sleep Naked and turn their air conditioners at home up by 1 degree. A total of 118 companies, including governmental organisations, malls, and NGOs pledged to turn their air conditioners up in their buildings or complexes by 1 degree.

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