The nation is sleep deprived and 2020 has only made it worse as more people are glued to their phones.
Eve Sleep’s campaign encourages the nation to switch off, go to bed and "reclaim our sleep". It subverts a nostalgic image from the past, the TV test card, which until 1997 signified the end of television. Six films will air on Channel 4 and online gaming platforms late at night, talking to the bleary-eyed public about the dangers of blue light, the importance of comfort and the power of sound right at the time when they should be going to bed. Digital out-of-home executions are centred around the moments where the nation should be tucked in for the night, will sleep-promoting suggestions will run on social media and online.
The work was created by Meg Egan and directed by Lucky through Kode.