Inspired by the Cantonese expression 眼瞓到企喺度都瞓到 (I am so sleepy that I can sleep standing up), we built an entire campaign for sleep supplement Gabatonin 瞓得好. To dramatise its effectiveness, we featured famous Hong Kong stand-up comedy celebrity Jim Chim 詹瑞文 sleeping standing up in a series of print ads, covering various target profiles. We believe Gabatonin helps you sleep fast, but its advertising shouldn't.

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