What does a sleep brand do when an entire nation needs to stay awake?

That was the challenge we set out to solve with hashtag Sleepzone as Jordan prepared for its first-ever FIFA World Cup. With matches kicking off in the early hours of the morning and official working hours pushed to 10:00 AM, we launched a satirical product recall campaign, temporarily “recalling” Sleepzone’s mattresses, pillows and duvets for being simply too comfortable and causing people to sleep through history.

Disguised as genuine product recall notices, the campaign relied on complete restraint and concluded with one simple line: “This is pure satire. Sleep responsibly and avoid our products until 20 July.”

Congratulations to our partners at Sleepzone and everyone at the Group for bringing this idea to life.