No Sleep The Wake Up Call

Letting obsessive dedication lead the way to increased creativity


With hundreds of people competing for the same job in the the same ad agency it is near impossible to get an interview, let alone get somebody on the phone. So as a way of reaching the head Creative Directors there was a need for something out the the ordinary, that would catch their attention. In recent neuroscience research it was discovered that when our frontal lobes are missing some vital energy signals, you end being more creative than normal. Its a state of mind simply called creative insomnia. In other words no sleep is correlated to a higher increase in creativity. In a business that survives on creativity with tight deadlines, this was a useful asset in any ad agency.


I created the alias No Sleep and sold myself in a box containing the secret to increased creativity. A direct mail titled the wake up call, a complete kit to keep sleep at bay and increase creativity, the direct mail contained a glass pill jar containing no sleep pills, that kept you awake and more creative. It contained the worlds largest business card printed on a pillow, a resume printed on a medicine form sheet. All wrapped up and shipped in a box out to agencies around copenhagen and the world. In Copenhagen it was hand delivered to the front desk by a man dressed as a doctor.


Out of all the direct mails sent out i got a 100 % response back from agencies, multiple job offers and a signed contract within a month. Barely one week after the case was uploaded it spread across the world earning 20.000+ views, articles on almost 100 blogs including the biggest in the ad world, and reached a place on the most viral things online for march 2015. All thanks to no sleep.


Idea & Concept: Martin Nørgaard Furze
Art Director: Martin Nørgaard Furze
Copywriter: Martin Nørgaard Furze 
Case Study: Martin Nørgaard Furze

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