Concept, Logo, Campaign
together with: Paul Gebauer, Laura Dabrowski
Daytime napping is rather unusual in Germany, but in many other countries, such as Japan, Spain and Italy, it is an integral part of work and leisure culture. But why is my home country so vehemently opposed to this highly beneficial tradition? Studies have shown that short periods of sleep during the day can boost productivity, enhance memory and lower the risk of cardiovascular disease. Without this refreshing act of regeneration, many people suffer from chronic sleep deprivation, which can lead to increased fatigue, poor concentration and stress. In a society that prioritises maximum efficiency in all areas of life, the importance of rest is often overlooked, yet it is precisely the balance between work and rest that ensures long-term performance and well-being. So, how can we establish a culture of daytime sleep in our dachshound and sausage-loving society?
The answer is Schläfchen. The German word for 'short sleep' is the name of our anarchic labour movement. After all, who better than the hard-working hands and minds of our country should demand the right for the occasional nap? We have developed a logo and narrative to represent this idea: 'I sleep when and where I want, because it's my right.' Power to the people!
Logo
Campaign
Sticker