The client needed to boost the brand amongst functional coffee drinkers, and establish itself as the coffee that really wakes you up.

The idea was to really make the viewer feel the need for a coffee, so we designed an ad that induces sleepiness. Using a simple trick of the eye built into scenarios associated with becoming sleepy, we targeted both their reason and their senses.

Not only did sales increase more than the same period last year, but people were asking for copies of the ad to send to friends to try for themselves. Fortunately, no increase in sleep-related accidents were recorded (that we know of).