Go Sleep Yourself
Why is everyone so angry? When did the world become less kind? Why do people shout at each other online? And why has the F-word become so common?Maybe the answer is simpler than we think—we’re just not sleeping enough. So, what if we flipped the script? What if we replaced fuck with sleep and turned it into a movement—a positive reminder that maybe, just maybe, better sleep could make life a whole lot better? Since its launch in January 2025, it has done more than just go viral—it has sparked a cultural shift. Millions of people are not only talking about it but actually using sleep instead of fuck in everyday conversations. So, go sleep yourself.
The campaign kicked off with a powerful two-minute film showcasing everyday moments that drive people crazy—situations we can all relate to. From road rage and pushy salespeople to noisy neighbors and malfunctioning appliances, we’ve all been there—on the verge of dropping the F-bomb.
But instead of frustration, the film delivers a simple yet impactful message: Maybe we just need better sleep.
The film was an instant success. One particularly impressive metric showed that 85% of viewers watched for over 1 minute and 50 seconds—an outstanding achievement for a two-minute film.
Go Sleep Yourself
The campaign idea was applied to almost every touch point of the brand, creative and bold visual language along with the film that will tell the story equally well. From print ads, to in-store communication to SoME and gifs at giphy it was a hell of a ride.
The Sleep Slang
After replacing the F-word with sleep, we wanted to clear a few things up for our fans. So, we created a Slang Dictionary, where we took all the familiar slang expressions that use the F-word and gave them a sleep-related twist. It was a truly fun (and slightly rebellious) way to redefine our language. Besides the idea I also did some custom typography here to smoothen up the swearing ;)
Credits
Agency: Cream+rascal
Production House: RibEye Films
My Role: Creative Director, Art Director, Co-Writer, Production designer
Co-Writer: Elli Veinoglou
Art Director: Yiannis Pallis
Agency Producer: Aggeliki Batheka
Directors: Danny&Loco
Cinematographer: Evangelos Polychronopoulos
Editor: Yiannis Chalkiadakis
Motion Design: Marinos Kaklamanis
Agency Producer: Aggeliki Batheka