Sleepwell, one of India’s leading mattress brands, has released a touching and imaginative campaign for Mother’s Day titled #SleepwellMom, created in collaboration with creative agency Sideways. The campaign pays tribute to mothers through a poetic and playful claymation film that captures a child's simple yet powerful wish—for his mom to enjoy just a few extra minutes of peaceful sleep.
The film features handcrafted clay characters representing everyday household and outdoor disturbances such as alarm clocks, doorbells, crows, and even the sun. The narrative unfolds from the perspective of a child gently urging these interruptions to hold off, so his mother can get the restful sleep she deserves. The unique claymation style adds a layer of warmth, emotion, and innocence to the storytelling, making it both visually engaging and emotionally resonant.
“With our campaign, we celebrate mothers and their tireless dedication, highlighting the importance of restful sleep for their overall wellbeing,” said Puneet Gulati, Chief Marketing Officer, Sheela Foam Pvt. Ltd.
Abhijit Avasthi, Founder of Sideways, shared, “We chose a playful yet deeply touching approach to bring alive the message of empathy through a child's innocent perspective. The use of claymation creatively symbolizes warmth, simplicity, and genuine emotions, making the message relatable and memorable.”
The campaign beautifully ties into Sleepwell’s brand ethos of “comfort in comforting others,” using storytelling that’s both fresh and heartfelt. The film has been shared on Sleepwell’s social platforms and continues to receive praise for its creativity and emotional impact.
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