idea: billboards and doohs are running 24/7, working hard for us and our advertisements. they don't get a moment of peace. just like in our busy society. we face an overload of stimuli that we have to process every day. that's why it's important to take a break. doohs deserve this too, just like us humans.

that’s why we’re giving the billboards 10 seconds of well-deserved sleep. a sleep that simultaneously gives us an advertising stimulus break. we do this by giving the billboards a sleeping face (literally).