These simple, elegant ads for Tomorrow Sleep are surprisingly sophisticated. The campaign, created by Mullen Lowe Profero, appears to have dozens of different executions, but these smart templates use dynamic feeds to customize and optimize the banners in real time.
Dynamic ads typically require specific character counts for the editable content or the layout suffer.
This campaign needed added flexibility for a wide variety of messaging which meant a smarter solution was needed. We built a layout engine into each ad to instantly layout the ad multiple times to find the optimal size and position for each headline before the animation began. Short pithy headlines or long testimonial headlines with subheads. No problem.
The ad placements weren’t just online. There were a wide variety of additional animations: the backseat of a taxi, an elevator in a busy office building, animated boards in Times Square and more.