Dumb Bell

The brief

Develop a complete campaign for a new product: concept, slogan, hero visuals, social, product story, landing copy and email.

The idea

The enemy is the phone in the bed, and the product is its opposite: a wind-up twin-bell clock. The whole campaign is deadpan. It boasts about what the product cannot do, and even its emails are embarrassed to exist.

Decisions

• One flat red and one flat sentence, repeated until it becomes a brand.
• Every image has a single idea and a hard flash look.
• The spec table lists absences: Notifications, none. Updates, none, ever.
• The email series apologises for being email.

How it came together

1. Found the line first: Sleep with something dumber.
2. Wrote the rest of the campaign as a set of things the clock will never do.
3. Made four deadpan images, then fixed the type collisions in layout.

How it works

One static page holding every channel. Outdoor is a live headline set over an image of a blank billboard.