• by Amy Corr  @MediaPostOTL, July 30, 2014

Piero mattresses launched a radio campaign in Argentina to prevent sleeping. Strange, right? In actuality, it serves more like a PSA than ad campaign, for it only runs in the middle of the night and aims to prevent drivers from falling asleep behind the wheel. It targets cab drivers, truck drivers and bus drivers in a country that sees numerous deaths each day due to traffic accidents. During the 4 a.m.-5 a.m. hour, Piero has an alarm clock ring on the air every nine minutes, similar to if you pushed the snooze button at home. Each time the alarm goes off, it's followed by a voiceover stating: "Don't drive tired. One of the leading causes of traffic accidents is drowsiness. Piero mattresses. Sleep safely. Sleep at home." Music returns and nine minutes later, the same alarm. One of the most creative radio campaigns I've seen (or heard) in a long time. See how it worked here. FCB Buenos Aires created the campaign.