Through our extensive research, we found that while a good mattress can be a solution for sleep quality, there was a bigger issue at hand. In modern times, as people chase success, dreams, and desires, sleep is last on their list of priorities. People are sleeping fewer hours, risking the numerous (even deadly) negative health implications that scientific research has uncovered. How could we bring sleep back into the purview of the attention-deficit public?

We juxtaposed the ideas of life and death by highlighting the poetic similarity between a person sleeping in the comfort of their bed and a chalk outline of a dead body at a crime scene. We constructed these ‘crime scenes’ of the 21st century serial killer with vinyl stickers on the ground in public areas. The duality of the image highlights both the dangers of lack of sleep, as well as the solution that SundayRest provides.

Combining our strategic intent and the creative idea, the execution was in the form of flash interventions at multiple locations in Mumbai. We covered six locations over the span of a week. Each location had the messaging in place for 2 days.

The floor graphic of dimensions 7ft X 5ft was created by sticking a removable vinyl sticker on the ground, allowing for quick and easy application and removal.

We targeted the following high-footfall locations: corporate parks, parking lots, mall courtyards, university hallways, and railway station entrances.

This is an ongoing activation idea that SundayRest will take forward to other Indian metros in the following months.

The intervention was hugely successful in garnering attention, inciting many passers-by to stop and read SundayRest’s message. A large proportion of the audience also took photographs of the intervention and triggered conversations around the topic amongst themselves, demonstrating their engagement with the subject matter.

This campaign bridged the knowledge gap on sleep and made consumers aware of its importance.

Brand awareness increased as the SundayRest website saw a 23% hike in footfall following the intervention. This figure is expected to go up as the campaign is executed across more metros in the following months.