Simba: Made for Peace

Sleep technology brand Simba has launched a major new brand campaign to raise awareness of how a lack of sleep can radically affect both decision making and emotional reactions, whilst also playing a vital role in conflict resolution. The Made For Peace campaign, which has been devised by award-winning creative agency BBH London, will feature TV, organic social and digital ads. Comms planning and media is being bought by Wake the Bear. As a market leader in the UK and Europe, to continue their rapid expansion and to elevate the brand from a competitive category dominated by product messaging, Simba needed to stand out. The sleep tech brand is shifting the gear from consideration to campaigning. The 60 second TV spot opens on the deck of an aircraft carrier. It's the Cuban Missile Crisis, 1962. We see a close up of an American general and Russian general staring intensely at each other. But rather than erupting into conflict, there’s a real sense of camaraderie. A tennis net is rolled out between them and a gentle and friendly rally ensues. The film ends by returning us to the present day with a poignant reminder that the world could do with more peace now as much as then.