If you left a party without saying goodbye to go to sleep you did what is popularly called “smoke bomb.” An expression that now the resting brand What the Sleepof the Pikolin Group, endorses in its new advertising campaign to claim the act of sleeping as something transgressive to connect with its target audience, young people, and boost sales.

The campaign is launched again next to the creative agency Fire walks with me, Also responsible for “A Mimir”, one of the most awarded campaigns in the latest edition of the National Creativity Awards, with 6 awards. The campaign also contributed to position the agency with one of the most creative capacity and with the most awarded client portfolio.

“Smoke bomb” consolidated that proposal to defend the choice to rest against a culture of hyperactivity and overestimulation. As explained from the brand in a statement, the objective is to encourage consumers to move from the Fomo (Fear of Missing Out) to the Jomo (Joy of Missing Out) and granting more relevance to sleep on a day -to -day basis.

What the Sleep communicates it in a digital spot that has the artist’s participation King Africa, Popular for his song “Bomba”, and a new original musical theme worked with the musician Mr. Chen. The song moves a clear message “Smoke pump and mimir”
It has had SMILE production and the direction of Calarro.

In addition, he claims to have created a Authentic smoke bomba limited edition that the brand markets next to its funk mattress for 189 euros. According to its website, it is an exclusive product that manufactures on request with experts, and that is delivered next to the mattress after its acquisition.
As part of the campaign, the brand has already activated raffles and promotions, which include the smoke pump as a gift.

“Stay when you only think about your bed is not commitment. It is a mistake. And from What the Sleep, we come to claim what everyone does … but nobody dares to defend”; Commented Ana Robledo, director of Marketing and Communication at What the Sleep, through LinkedIn.”The smoke bomb is a way of life of those who prioritize the rest, pass from the phomo, and are tired of being tired”

In addition, in a statement ensures that the new campaign is the way to continue building the brand’s own language and Its formula to connect with the new generation of consumers. “We come from “A Mimir”, which helped us define ourselves as a brand, and now we take another step offering what we all need but nobody gives us permission to do: disconnect, disappear and sleep”, He said.

“With “smoke bomb” we wanted to return to that place where What the Sleep feels strong: “Rest as an act of rebellion”, Explains Luis Conde, co-founder and Chief Strategy officer of fire walks with me.”This campaign starts from a very daily gesture and very ours, get to sleep without saying anything, to turn it into a brand symbol“