Slogan out of its slumber

It was a classic in Swiss advertising for years: ≪I wett i hett es happy Bett≫. But in recent years, things have gone a little quiet around the traditional brand. Now Happy Systems is making a comeback. Following an agency evaluation, Ammarkt in St. Gallen has been entrusted with the revival and a comprehensive communications package. The creatives around CD Martin Fuchs and Sascha Fanetti focused on current trends and even jokingly hoped to help give birth to a future fashion with their idea. First the mass phenomenon of ≪Planking≫ was on everyone's lips, then ≪Owling≫ and ≪Batmaning≫. What comes next? Ammarkt believes in ≪Sleeping≫! Because in Happy's new sales claim campaign, the protagonists sleep in the most unusual places. But public daytime sleeping is not just a tongue-in-cheek homage to the zeitgeist. After all, Switzerland has a real problem, as consultant Marcel Odermatt knows: one in three people sleep poorly at night - and therefore only dream of a nap during the day. pan