In today's fast-paced world, everyone's proudly doing more and sleeping less. To show people the importance of getting their Zs, Sleep by Nature Made is calling out a rarely discussed effect of fatigue: it makes you feel drunk. 

Newspaper placements reach people in the morning, when they're first feeling woozy.

Another opportune time to catch the target? When they're jolting themselves awake. 

On sidewalks, we challenge sober people to test how drunk they're acting.

Partner-in-crime: Chen Liang