Trending PR Campaigns
Koala Tokyo Sleep Competition
Koala staged a sleep competition in Tokyo, offering ¥2 million to the contestant judged to be the best sleeper. Participants rested in monitored beds while staff gently woke them for the results, turning the competition into a playful way to spotlight sleep deprivation and Japan’s long-hours work culture.
Why it worked: It weaponised a cash-prize stunt with quantified sleep scoring to satirise overwork culture, giving journalists visuals, data, and a sharp counter-narrative.
The lesson: Consider reframing a everyday necessity as a judged contest with a meaningful cash prize and simple metrics reporters can film.
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