Not since A Nightmare on Elm Street have the merits of staying awake been as evangelized as they are at Wakeyz Drugmall. The online storefront, though, is actually a spoof of our caffeine-craving culture and a clever, content-heavy ruse to peddle the value of Select Comfort mattresses.
The busy, colorful site, designed and executed by McKinney, offers a multitude of links to caffeine-themed product lines that span food and drink items along with household, bath, beauty and pharmaceuticals. Under the watchful, cracked-out eye of "mall" mascot Wakey, consumers can fill their cart with amusing items including "Sausa-Jolts" stimulant-laced energy sausage, "Adrenalens" contact lens solution, "Stimuload" caffeinated laundry detergent, "Toothrush" caffeinated tooth gel and a ton of other jolting goods—most coming with a laundry list of side effects ranging from Oedipal complex to respiratory failure.
Of course, try to actually add the items to the cart and a drop-down menu appears, giving you options to acknowledge the products are fake and continue browsing or answer yes to find "a better way to sleep" and get redirected to Sleep Comfort's official site. Obviously, the web audience is in on the joke, but McKinney pulled out all the stops in feigning a true e-commerce site, adding not only a search engine but an actual hotline number and links to Café Press, which is selling real Wakeyz paraphernalia, including t-shirts.