At Headspace, one of our most powerful benefits is helping you get the best sleep ever, which is really about loving yourself in better ways. This campaign brief was centered around Valentine’s Day, but we turned that on its head to ask, What would happen if we focused on our relationship with ourselves, as opposed to always making it about our relationships with others?  

So we partnered with one of the most soothing voices in the world—John Legend, the “King of Love”—to make content that helps get you there. Our campaign “Love Yourself like a Legend” generated awareness and excitement for the brand, while giving hope and help to folks focus on self-love and compassion. The team worked with the Legend himself to curate soothing playlists, sleepcasts, and even a Super Bowl spot to spread the news about loving yourself, connecting mind & body, and, well, sleeping with John Legend. 

Our partnership helped make mindfulness and meditation more approachable and practical—showing how mindfulness applies to our daily (and nightly) lives as part of a healthier routine. This work of love brought us a 38% bump in signups over the next three months, as well as industry recognition and a Webby award in Health and Wellness for the “Sleep with John Legend” Super Bowl ad.