Brand: ZzzQuil

Problem: Lack of sleep amplifies emotions, causing minor, everyday inconveniences to feel overwhelmingly frustrating and spark irrational reactions.

Insight: When people are overtired, they don’t just feel tired—they feel everything more intensely, turning small annoyances into outsized emotional reactions.

Big Idea: Rage for Rest — when exhaustion takes over, even the smallest moments trigger outsized reactions, proving you need ZzzQuil to get the rest you actually need.

Art Director: Kate Ladenheim, Copywriter: Hannah Weiner