The Brief

David Lloyd briefed us to create a campaign aimed at one of their primary audiences – families, and in particular parents.

The Big Idea

The frantic nature of modern life means that few of us seem to get enough sleep, and if you’re a parent, a good night’s rest becomes even more of a luxury. Based on this insight, we developed a simple idea for a class that would really make David Lloyd Clubs stand out from the competition. Step forward, Napercise!

Quite simply, it is a group napping class targeted at exhausted parents.  The 45-minute mid-afternoon studio sleep sessions set out to reinvigorate the mind, the body, and even burn the odd calorie.

Upon arrival in the studio guests found spin-bikes swapped for single beds, and upbeat workout tunes ditched in favour of atmospheric sounds, to create the perfect environment for the soporific sessions to take place. The studio temperature was dropped to a level that promotes calorie burning during sleep and Napercisers were invited to curl up in one of the beds and indulge in some restorative mid-afternoon shuteye, before continuing on with their day.