Copywriter
This is a campaign for ZzzQuil, highlighting the outlandish thoughts that come to mind when people can't fall asleep at night. We're telling people, yikes that's a rough thought, you should probably just take some ZzzQuil and go to sleep.
Activation
Guided tour of the Midnight Mind
To share how outrageous people's late-night thoughts are, we’ve created a guided tour of the midnight mind. Where people can walk through this "haunted house" and see these late night thoughts in action. Your guide know's how ridiculous these thoughts are so they'll be cracking jokes along the way. This event it meant to shine light on these thoughts and make them a little more comical. Becuase let's be honest we all have these thought. Think of this event as a reality check.
Social Campaign
What keeps you up at night?
Were asking people to post those crazy late-night thoughts that keep them up at night. No matter how unrealistic they might be. Let's riff off the thoughts until we realize this could all be fixed with a little ZzzQuil.
For videos that go viral/influencer posts, ZzzQuil sends a care package with nighttime remedies to help people fall asleep.
Manifesto
Nighttime is for sleeping.
But the second the lights go off:
Your room is filled with carbon monoxide.
The AC clicks and your monthly utilities check bounced.
The dog barks which means your neighbor, the serial killer, is coming over.
Your teddy bear is live streaming.
Don’t convince yourself you’re about to become a Dateline special or bomb the board meeting.
Be serious.
Take some Zzzquil.
Just go to sleep.