The Tension
The Insight
"A good morning is decided the night before."
We've been sold morning routines, productivity hacks, and alarm-clock innovations. But the truth is simpler: how you end your day determines how you begin the next one. Sleep-curious millennials know this instinctively — they're just looking for a brand brave enough to say it.
The Big Idea
60s hero anthem + :15s cutdowns showing the ritual of earning your morning
Transit shelters in NYC, LA, SF with sunset-to-sunrise gradients and earned-morning moments
UGC challenge inviting followers to share their night routines; influencer partnerships
In-store displays with sunset lighting, sample pillow mist, QR code to full film
Hero Film Still:
"Tonight, You Prepare"
Sample Executions
OOH Transit Shelter
"8PM is the new 6AM" — gradient from dusk violet to dawn gold, person winding down with Lumio products
Social Carousel
5-slide story: "How I Earned Tomorrow" — real customer night routines ending with their best morning moment
Primary Audience
Two key metrics define campaign success:
AIDED BRAND AWARENESS
Move from emerging brand to top-3 consideration among sleep-curious segment by end of Q3
DTC REVENUE LIFT
Drive measurable revenue growth vs. prior quarter, with 35% of new customers citing campaign as discovery source
WAVE 1 — TEASE
July 1–14
Social cryptic teasers, influencer whispers, mysterious OOH with no branding — build curiosity
WAVE 2 — LAUNCH
July 15 – Aug 15
Full brand reveal: hero film drops, OOH goes live, social challenge launches, retail displays activate, PR blitz
WAVE 3 — SUSTAIN
Aug 16 – Sep 30
UGC spotlight, customer stories, retargeting, conversion-focused social, sustain awareness through September
$1.8M
The Ask
Campaign Lead
Sasha Vey
sasha.vey@lumio.com