German sleepwear brand Mey has teamed up with Facebook and Jung von Matt/Neckar to use technology and psychedelia to combat digital addiction, which is exacerbating sleep disorders among consumers in Germany.
Smartphone use in bed is a major cause of insomnia, so Mey decided to tap into such obsessive behaviour to counter the very problem it causes.
Using data harvesting, the "Zzzomnia" campaign will target people who are scrolling between midnight and 5am.
As people tap, they will be presented with psychedelic imagery that they must move their finger around to match the patterns – the idea being that the process makes them sleepier.
The work was created by Gün Aydemir, Rico Noël, Matthias Hess, Boreum Kim and Angélique Catuhe.