Casper was looking for a new campaign because after an extremely strong start as a challenger brand, a decade of newer copycat brands had challenged the challenger.  We developed the concept of “daymares”-- unpleasantries of the day that compromised sleep–and positioned Casper as the blissful antidote. Add the zinger tagline of Goodnight, Day and the unmatched comedy of director Jeff Low, and we had a fresh and very effective reboot for the brand.