Based on the insight that sleep can take drivers by surprise we did exactly that. By bringing at night a well known symbol for sleep right into the centre of Berlin: a big flock of sheep.

In the middle of the night at a big intersection we let 20 sheep cross the street whenever the lights turned red. Always watched by their shepherd and a vet.

The last 2 sheep carried our message: Sleep can catch you by surprise. Stay alert with Fatigue detection from Volkswagen.After the reveal our promotion team handed out leaflets to the surprised people involved.

Our objective was to create attention for both: the danger of falling asleep behind the wheel and for Volkswagen’s Fatigue detection. And that was a big success. People couldn't believe we actually brought real sheep into the heart of the city. Hundreds of cars were stopped, people passing by filmed the stunt and called others to share the experience. Even a camera team from a local TV station RBB Berlin showed up, filmed the promo and showed our stunt on TV. And our promotion team ran out of information leaflets before the break of dawn.