AUCKLAND, Today: Healtheries and TBWA\New Zealand flipped bedtime on its head with Sleep vs Sloth, a world-first showdown that pitted New Zealand’s best sleeper against one of nature’s most famous nappers, a real Costa Rican sloth.
Created to spark conversation about sleep, the campaign leaned into Healtheries’ position as Aotearoa’s number one sleep supplement brand. It kicked off with a nationwide callout, challenging Kiwis to show off their snoozing skills for a dream trip to Costa Rica.
That title went to Nelson-born lawyer Andy Franklet, who proved he could nap with the best of them. Andy flew to Costa Rica for a live-streamed “sleep-off” on Healtheries’ Instagram, facing his furry rival in front of thousands of entertained viewers.
“We wanted to disrupt the category by making sleep the headline, not just something that happens at the end of the day,” says Shane Bradnick, Chief Creative Officer at TBWA\New Zealand.
“Sleep vs Sloth was about proving that a simple, social idea can grab the nation’s attention and get people talking about their own sleep habits – with a healthy dose of Kiwi humour.”
The campaign mixed entertainment with education, pulling together everything from radio and digital to influencer content and expert insights. NZME joined as lead media partner, while radio host Ben Boyce championed the challenge across The Hits, Flava FM, and NZ Herald.
A lineup of Kiwi creators, including Sharyn Casey and DIY duo The Current Place, got people comparing bedtime rituals on TikTok and Instagram, sparking a wave of friendly competition.
“Sleep vs Sloth was about proving that a simple, social idea can grab the nation’s attention and get people talking about their own sleep habits – with a healthy dose of Kiwi humour.” – Shane Bradnick, Chief Creative Officer at TBWA\New Zealand
Adding credibility to the fun, sleep specialist Dr Sumit Samant from the Auckland Sleep Clinic offered practical advice across radio and media interviews.
The results spoke volumes—1.9 million Kiwis reached, over 12 million impressions, and a live stream that turned a basic human need into viral entertainment.
“Most Kiwis aren’t getting enough quality sleep, and at Healtheries we wanted to create something that would actually get people to pause, laugh, and think about their own habits,” says Alina Varoy, Senior Brand Manager, Healtheries.
“Sleep vs Sloth was about entertainment first, but it’s been amazing to see how many people have joined the conversation. And yes, we’re stoked Andy out-snoozed the sloth.”
In the end, the campaign nailed it, blending humour, creativity, and purpose. Sleep vs Sloth didn’t just make people smile; it helped Healtheries grow by a massive 44% year-on-year, proving good ideas really do dream big.
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