138,833,045 Hours

How do we demonstrate the real-life utility Oura delivers? (in a way people will actually pay attention to).

Oura is a ring that empowers people by giving them accurate, personal health data. One of the benefits of being a ring is how effective Oura is at monitoring your sleep - which is critical to your overall health. How do we show (not tell) people what Oura does in a way that completely stands out from the clutter of personal health tracking ads?

America lost a collective 138,833,045 hours of sleep on election night 2020 (big surprise, right?).

Oura’s data revealed that an average - Americans lost 25 minutes of sleep on election night. It also revealed an increase in heart rate and other metrics which are clear indicators of stress and anxiety.

Show the affect the election is having on our sleep—in real-time.

We displayed real-time data hours after America’s election night sleep on Time Square’s (and arguably the world’s) most famous billboard. The creative messaging was continually tweaked and updated over a three-day media buy, ending just before Biden’s win (when we all slept like babies).

In terms of moving fast and finding a way - this idea bounced around in a text thread the previous Saturday and went live just four days later.