role: Group Creative Director
art direction: Katie O'Keefe
copy: Jim Thompson (CD), Jeff Scardino
director: E.J. McLeavey-Fisher
producer: Maureen Phillips
production: Picture Farm
For their next initiative, Aetna wanted to tackle something that most people feel daily, but put at the end of their health priorities – sleep deprivation. It is one of America's most important health topics and we wanted to bring attention to it in a fun way with an obstacle course.
We recreated the effects of not sleeping for 24 hours and tasked some talented stunt people (and one American Ninja Warrior) to try and run an obstacle course fashioned after a normal day. The results were fun but also educational and helped bring a little more awareness around why getting a good night's sleep is crucial.