Our solution was to change thinking about how people see sleep fitting into their healthy lives. turn sleep into a sport. Transform the thinking of sleep as a passive, unconscious act, into an activity like any exercise. People work out, go to yoga classes, hit the gyms..so why shouldn't sleep fit in next to that same motivational space. To do this we would try to position an awareness campaign in the same arena as the way nike or adidas inspires greatness and grit from running or football. Use the same inspirational and bold messaging and emotional photography that inspires personal best and greatness in sports…only of people in tranquil sleep poses. As an integrated campaign, the idea was to live on-air, online, partnerships with hotels and conventions. The client loved the idea and all was set to go. Unfortunately Turner canceled the entire Upwave channel/ Program just shortly after and the campaign never came to light.