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Responses by Diego Tuya, executive creative director, Mercardo McCann

Background: Driving while being tired is very dangerous. Buenos Aires, Argentina–based mattress retail brand SommierCenter wanted to raise awareness about this issue by urging drivers to find a place they can rest so they can drive in optimal conditions.

Reasoning: When you are driving while sleepy, you are not concentrated on the road; instead, you are thinking about sleeping. Having this in mind, we thought about the idea of tunnel vision, a phenomenon that makes you lose peripheral vision when driving fast. We took this notion to reference the idea that all you can think of when you are driving is your bed.

Challenges: We had the same brief last year, so it was challenging to come up with a different approach.

Anything new: While researching data for insight, we were very surprised to find that sleep deprivation can also be a cause for tunnel vision.

Favorite details: We think the tunnel vision effect came up really nicely and makes for a visually impactful ad.

Specific demands: The client works with mattresses and beds, so incorporating the idea of a bed was mandatory, which made the thought process a bit limited.

mercadomccann.com/index_en.html

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