Anyone who’s ever endured a restless night knows how hard it is to function the next day. But to raise awareness about just how much risk you expose yourself to when you drive on little to no sleep, SommierCenter, a Brazilian mattress store chain, enlisted Buenos Aires, Argentina–based ad agency Mercado McCann to create a series of print ads. Each ad shows the effects of driving tired by featuring an optical illusion made from roads, encouraging viewers to get some shut eye so they don’t have to navigate such kaleidoscopic roads in real life. These images were so trippy and hypnotic that members of Mercado McCann’s team themselves had some difficulty staying awake while working on the campaign. 

mercadomccann.com