People always forgive their own lack of sleep, but they never forgive the erratic, chaotic decisions of the leaders they detest.
We treat sleep deprivation like a harmless bad habit or a hustle-culture badge of honor. But science says chronic exhaustion slashes moral reasoning by 40%. It doesn't just make you cranky—it completely breaks down human judgment, turning tired individuals into threats to society.

We weaponized the world’s most dangerous, self-proclaimed "high-energy" egos to reframe sleep from a boring self-care pitch into an act of Social Disaster Prevention. By pairing the infamous brags of polarizing global figures with chilling scientific facts.

The world would be a much better place if certain leaders slept a little longer—so fix your own habits before you become a menace to society, too.

Role : Concepting ,Copywriting, and Artdirecting
Copywriter : Peerada Tantiseranee