Lunesta was looking to do something beyond traditional advertising which is hamstrung in the regulated markets of pharmaceuticals. Given a blank slate, but a tight budget to build "an experience people will talk about" I created five different brand experiences for high traffic envirionments involving dreamscapes, amazing think about while you fall asleep and of course the ever present moth. The execution they picked to execute featured a complete take over of Manhattan's uber trendy Meat Packing District and the use of one of it's premiere hotels, The Gansevoort.
Lunesta — "Follow The Wings"
Lunesta wanted to do something other than pay for 30 seconds of un-intelligble legal speak. We were asked to come up with something that broke the mold for the category, and a night time take over of NYC's trendiest neighborhood seemed to fit the bill.