Don’t Skip The Sleep

Creative idea

Late-night pre-rolls normally compete for one more view. Vodafone used them to make people stop watching. 'Don’t Skip the Sleep' project transformed YouTube advertising into 60-minute sleep reminders, targeted between 10 p.m. and 2 a.m. Instead of products or promotions, viewers encountered slowly pulsating Vodafone-red gradients and meditative sound. The choice was functional as well as distinctive: the red-light spectrum minimises melatonin suppression, turning the brand’s most recognisable asset into a tool for rest. During air-raid alerts, the campaign automatically stopped. It was advertising designed not to capture attention, but to release it.

Brand name: Vodafone
Advertiser / client: Vodafone Ukraine
Product / service: Healthy internet consumption
Campaign name: Don’t Skip The Sleep
Agency network: Leo Constellation
Agency: Leo Kyiv
Additional company: Publicis Groupe Data Science, Kyiv
Web address: https://www.youtube.com/watch?v=KSLCqJqcaUw&t=293s
Agency chief executive officer: Svitlana Zagidko
Chief creative officer: Kosta Schneider
Creative director: Anatoliy Davydov
Art director: Mikalai Karaliov
Copywriter: Olena Danylchenko
Designer: Marharyta Marushevska
Client account director: Iryna Kochubei
Strategic planner / strategist: Andriy Lutsenko
Pr director: Yulia Meduna
Agency producer: Taras Dzhumaha
Post production: Dmytro Pokrason
Additional company: Yuliia Konovalova, Account Manager Nina Vlasiuk, Head of Brand & Communications Department Vodafone Ukraine Tetiana Bevz, Senior Brand Manager Vodafone Ukraine Mariana Bihun, Junior Brand Manager Vodafone Ukraine Olena Bakum-Ramola, Leader of Creative Business