Rozerem®S
Client
Alinamin Pharmaceutical
Idea
Many people who have trouble sleeping feel some degree of anxiety about taking sleep medication. In communicating the unique benefit of Rozerem®S, our aim was to position it as a new kind of option by conveying how it promotes natural sleep by helping to regulate the body’s natural internal clock. For the campaign, we developed a copy line that plays on the phonetic similarity between the Japanese word for “falling asleep” (nyumin) and the beloved Nordic character Moomin: “Reset your internal body clock for a better way to fall asleep.” In the original Japanese copy, the “falling asleep” (nyumin) portion is written in katakana to visually emphasize the wordplay. Instead of live action, the ad uses warm, gentle animation and features the Moomin characters to create a visual world that helps ease concerns around sleep medication while presenting Rozerem®S’s new approach to sleep in a friendly, approachable way.