Germany – Recognising that smartphone usage is a major cause of insomnia, sleepwear brand Mey is tapping into this behaviour in a bid to help people sleep better.
Using data harvesting, the brand has created a series of psychedelic visuals designed to lull social media scrollers into a sense of sleepiness. The Zzzomnia campaign is running on Facebook, targeting insomniacs looking at their phones between midnight and 5:00am.
Mey has taken inspiration from symmetrical patterns found in nature, which the company says have been proven to reduce stress by up to 60%. The playable, interactive ads have been cleverly designed to use colours and shapes deemed to be relaxing. Boreum Kim, art director at Jung von Matt/Neckar, the agency behind the campaign explains: ‘We recreated this symmetry digitally with warm-coloured patterns and reduced blue light, which also helps you calm down.’
Mey’s campaign is in response to recent reports that 25% of Germans suffer from sleep disorders. And with sleep having become a vital focus of the wellness market, the campaign is demonstrating how technology can be used as a positive tool to Retrain Sleep.
