Sleep tech company, ResMed, has launched its first global brand campaign, honing in on the superhuman benefits of a good night's sleep.

The 'Discover Your Sleep Superpowers' campaign was developed by independent creative agency Hopeful Monsters and is set to roll out in 12 markets worldwide, across TV, OOH, a global microsite, social, earned, and internal communications. Hopeful Monsters' in-house production team utilised generative AI (via Adobe Firefly) to efficiently localise the campaign in seven markets.

The TVC, created in partnership with production company Mint, premiered during the San Diego Tennis Open and is airing on TV, digital and social platforms worldwide.

Alongside the campaign launch, ResMed has unveiled its fourth global sleep survey featuring 36,000 respondents across 17 markets. The results have been brought to life as a visually distinctive eBook and infographic by Hopeful Monsters, and will form the cornerstone of the earned media campaign.

ResMed Senior Creative Brand Lead, Paul Sommer, said: "ResMed identified early in the process the need to get creative and build a distinctive campaign that’s relatable and that people around the world want to connect with. Our partnership with Hopeful Monsters, and the resulting ‘Discover Your Sleep Superpowers’ campaign delivers on this desire."

Hopeful Monsters Creative Partner, Carl Moggridge, said: "The reality is a good night’s sleep can make you feel almost superhuman. When your sleep health is in check, it can give you extra energy and focus to tackle the day ahead. It can make you more productive at work. It can help you deal with flat-pack furniture and dead fish dramas."

ResMed Senior Manager, Global Brand, Alena Caras, said the campaign coincided with World Sleep Day. "Building on an incredible brand foundation, this campaign hopes to inspire people to take control of their sleep health. We’ve launched activations across television, digital, print, PR/Media, and pop-up experiences around the globe and we can't wait to see how it resonates."