Beep Beep! Mattress Brand Keeps Drivers Awake By Placing Alarm in Radio

FCB Creates Smart Stunt for Piero

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Editor's Pick

Argentinean mattress brand Piero, along with FCB Buenos Aires, created this clever campaign to encourage serial drivers to stay wide awake behind the wheel.

In the spot, we find that traffic accidents in Argentina mainly involved truck, bus and taxi drivers, who, with grueling shifts, are likely to doze off during wee hours, causing some to even hallucinate and end up in harrowing situations.

Enter Snooze Radio, the first in-car alarm system designed to keep drivers alert. Made much like your standard alarm clock, it "snoozes" every nine minutes during the time most accidents are known to occur.

The mattress company also partnered with the country's most popular radio stations and reached more than 480,000 drivers per night.

The documentary-style short was directed by Martin Levi of Oruga Films.

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May 09, 2014
FCB Buenos Aires
Ezequiel Alchourron
Exec Creative Director:
Tony Waissmann
Creative Director:
Diego Rubio
Veronica Perera
Art Director:
Facundo Ardila
Chief Agency Producer:
Gabriel Lancioni
Agency Editor:
Maximiliano Ibarra
Production Company:
Oruga Films
Martin Levi
Executive Producer:
Ioni Borizonik
Ariel Fainholc
Oruga Cine
Javier Blaya
Post Production:
Santiago Travi
Sound Engineer:
Juan Pablo Souto
Mix Sound:
Music Company:
Twins Music
Commercial Manager:
Ezequiel Fourcade
Marketing Manager:
Matias Pfister
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