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Planning Awards: Cramer-Krasselt, Chicago (Gold)

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AGENCY: Cramer-Krasselt, Chicago

Client: Takeda Pharmaceuticals

Brand: Rozerem

Category: Product/service introduction

Campaign Title: "Your Dreams Miss You"

Planners: Scott Jensen, Tricia Russo, Michael Soroosh, Barbara Werner

The human fascination with dreams is long documented. We share them with those close to us, ponder their meaning and significance, and are frequently haunted by, or amused by, them.

So why, until now, has no one successfully used this as a way to talk about sleep aids in advertising? Have they been too focused on the product to think about what interests the audience? Possibly.

The planners at Cramer-Krasselt not only documented 12,000 books and 143 million Web sites dedicated to our fascination with dreams, but realized this was a powerfully motivating way to reframe insomnia for the sufferer and to talk about the benefits of Rozerem, a prescription sleep aid.

"To focus on dreams as a benefit of sleep is untapped, particularly in this category. It felt like extremely fresh and breakthrough strategic thinking," says judge Julie Smith of TBWA\Chiat\Day in Playa del Rey, Calif.

The creative leap that flipped "missing your dreams" to "your dreams missing you" took the creative work farther into this new territory for a category swamped with regulatory controls and very little imagination.

The only question remaining is the symbolic significance of Abraham Lincoln and a beaver. Over to you, Dr. Freud.