PARACHUTE

Better days start with better sleep.

The Idea

To highlight what people love best about Parachute, we leveraged the irreverent personality from our most impactful campaigns of all time. Then we strategically narrowed our focus from a holistic home brand to the no. 1 bedding and bath brand. This opened the door to a new point of view – centered on the hyper-relevant topic of wellness. 

The Project

Wellness. Simply put, it’s just a state of being. 

But somehow we’ve turned wellness into something that needs to be achieved. Only for those who dedicate their lives to it. Who can sit in ice baths for long stretches of time. Give up all temptation. Optimize their every moment, even while sleeping. 

But that’s just not true. Wellness isn’t another goal to tick off. A series of uncomfortable hurdles to put yourself through on a daily basis. 

Wellness is simple. It’s a cool drink of water, a warm bath, and perhaps most importantly, a great night’s sleep. 

We can all sleep well. Bathe well. We can all be well.

Copy Exploration

Wellness should feel good. 

Nothing needs to be strapped, taped, patched, or rolled before bed.

Hear us out – maybe we take a bath with no ice.

Whatever you’re doing, please stop and go to bed.

People deprive their senses on purpose? Hmm.

Leave sleep out of it.

Does snoring count as breathwork?

Sound baths are cool, but have you ever tried your bath?

We could get into biohacking…or we could just get into bed.