road trips are awesome. awesomely exhausting. good thing we're at the next exit.

outdoor: digital billboards reveal a new message when the sun goes down

guerrilla: rest stop takeovers position holiday inn express as a nearby attraction for sleepy drivers complete with informational pamphlets and mini sample pillows

digital waze ads reveal themselves between 9pm and 4am to direct the sleepy driver to the nearest bed

rental car add on: glow-in-the-dark air fresheners become a beacon of hope as drivers forge on in the darkness

key cards speak directly to the sleepy guest

take away:  on the way out the door, guests can grab a pillow-shaped stress reliever to remind them that a good nights sleep is always within reach.

art direction: maya campbell