Tiredness Recognition System

Falling asleep in public can be funny.
Falling asleep at the wheel is not.

To launch SEAT’s Tiredness Recognition System, we created a campaign around the thin line between sleep and danger.

A film turned public sleepers into comedy.
Print turned drowsiness into a nightmare.
Radio turned lullabies into accident stories.

Different media. Different tones.
One message: don’t let sleep take the wheel.