Rest — Summer
KEEPING SIMPLICITY TOP OF MIND, EVEN WHEN SUPER ISN’T
Background
Super engagement is seasonal. Outside of key life or financial moments, especially over summer, people aren’t actively thinking about their super. But disappearing during these periods risks losing mental availability to louder category players.
Rest needed to stay present without becoming intrusive.
Idea
We extended Rest’s ‘Super.Simple.’ platform into lighter, BAU-led work designed to maintain presence rather than provoke urgency. Using culturally relevant, seasonally tuned insights, the work kept Rest top of mind while staying true to the platform’s tone and restraint.
It proved the strength of Super.Simple. as an elastic idea, one that could work just as effectively in quieter moments as it does in major brand launches.