For four weeks, we paraded those sufferers falling asleep where you’d least expect them. We created a first-of-its-kind interruptive ambient solution, live sleepers passed out in the busiest malls, commercial hubs and high traffic pedestrian areas.

Walking down Dubai’s beach front, a mom didn’t quite make it home after a grocery trip, snoozing on a bench with her bags of shopping all around her. A few steps later there would be a business executive in a suit, tossing and turning on another bench. In malls a helpless fashion victim right outside a major department store, coffee in hand, dozed off on a café table. At 9 am, in Dubai’s business districts, we had professionals falling asleep on their monitors, lining the entrances of every major commercial hub. The message that accompanied them was clear. With Breathe Right, you can get a good night’s sleep.

The impact was eye-opening. The total estimated footfall of the total areas covered amounted to a 1.5 million across the UAE per week. Sales indexed 264 vs. forecasts in a two-month span.

“An incredible first time use of creative media that did wonders for our brand, and is something we hope to roll out on a global level”, Brand Manager Breathe Right GCC.