Skoda "Sleep Package" by Rosapark

Ad Agency
Image advertising:


For the past 3 years, ŠKODA and Rosapark have been waking up the world of automotive advertising in France. With the aim of bringing about a drastic change in perception, they made quite an impression with the Ugly in the 90s campaign (which won the Grand Prix Stratégies in 2019), Doug the Dog and more recently Will & Chuck. Just a few days before the new school year, they’ve done it again with Sleep Package. 

After a record year in 2019, with registrations up by 16%, there seems to be no stopping ŠKODA’s development. Even as France slowly comes out of a difficult period, ŠKODA announces a new generation of the OCTAVIA model, the arrival of e-mobility with more than 10 new electric models hitting the market before the end of 2022 and the official reveal of ENYAQ, the brand new all-electric SUV on the 1st of September. 

This year, ŠKODA returns, more energetic than ever before, with a new campaign that all those holidaymakers on the roads will particularly appreciate. Especially this summer, when we’ve seen nearly 4 out of 10 French people preferring to drive to their holiday destinations

You know what it’s like … you’re comfortably settled in the back of the car, lulled by the sound of the engine and the passing landscapes, and sleep creeps up on you. Your eyes close, your body relaxes, your head drops from left to right and very quickly you find yourself in a very improbable position. Your neck is at a 45° angle, your face is crushed up against the window and your arm stuck is in the seatbelt. You’ve had a very bad sleep and you look completely ridiculous. And that’s all it takes for your loved ones to make fun of you and rush to capture your contortion act to share on social media. 

ŠKODA wanted to acknowledge and respond to this insight, familiar to anyone who’s ever tried to get some sleep on a car journey. The Sleep Package, a USP available as an option, consists of two adjustable headrests so that passengers can finally get some proper, comfortable sleep. And that means no more stupid positions and silly photos! 

Gilles Fichteberg, Co- Founder and Chief Creative Officer at Rosapark: “The success of this campaign is in its realism, in the truth of the images. It was essential that the models really looked like they were asleep. That’s what makes the visual impactful and why people understand it immediately. It’s one of the main reasons we chose to work with Sophie Ebrard, the photographer. She has a very humanist approach to the way she directs her models and uses light.” 

After Doug the Dog and Will & Chuck, this 3rd installment once again highlights the fact that ŠKODA is in tune with its consumers and its ability to constantly in-novate to respond to their behaviour and needs. 

Paul Barrocas, Marketing Director at ŠKODA France: “Rosapark has yet again found a way to help us stand out in the crowd, by creatively promoting a USP as something that is without a doubt useful in people’s everyday lives.” 

The Sleep Package campaign has gone out to meet people on holiday. With a series of tactical outdoor ads, displayed since the middle of August, both digitally and on the back of lorries on motorways in the South of France, and bus shelters in coastal towns. There is also a social media activation planned for the end of August that will invite Twitter users to share photos of themselves or of their friends and family in the most bizarre positions. 



Marketing Director: Paul Barrocas 

Head of Communications: Marie-Charlotte Bosvieux 

Head of Media & Advertising: Marie Chedeau-Maire 

Head of Digital and Social Media: Stéphanie Cantau 

Head of Network Marketing: Émilie Le mentec 

Customer Experience & Data Performance Manager: Sébastien Toussaint 


Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco 

Copywriter: Dimitri Lucas 

Art Director: Anthony Lietard 

Managing Director: Sacha Lacroix 

Group Account Director: Romain Bruneau 

Account Director: Maxime Persuy 

Project Manager: Clara Bizet 

Strategic Planner: Louise Imbert 

Social Media Manager: Clément Bonnet 

Community Manager: Céline Mingot 

Art Buyer: Phitsana Dieu 

Print Production & Post-production: Julia Flusin & Delphine Cotellon 

Communications Director: Lauren Weber 


Photographer & Director: Sophie Ebrard 

Agent: Wyatt-Clarke & Jones 

Production: 5roadz 

Print Post-production: Nick Nedeljkovic