Brief: Create a new product for Red Bull to disrupt the market.

Red Bull extreme athletes don’t want to waste time sleeping. 

An ‘efficiency mattress topper’ for those who need extreme sleep.

PRODUCT

PRODUCT: App to advise you when to got to sleep. Also monitoring your energy level and REM cycle. Giving you the best sleep in a much shorter amount of time

PRINT

SOCIAL

SOCIAL

GUERRILLA: Footsteps around popular places stating that this athlete has already trained here 4 hours earlier. Placing them for 8 am in the morning catching the morning commuters

DIRECT MAIL: Eye masks and PJ’s sent to the extreme athletes. Research shows that the most efficient night sleep need to be in complete darkness. 

*This set is created for Dean Karnazes, and ultra marathon runner. He completes super-human runs including 50 marathons in 50 days. He needs the most efficient night sleep.