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Stunt / DOOH / Social

ZzzQuil: Sleep All Night

J.Lo brought Up All Night to Bucharest, so we parked a ZzzQuil van under her billboards and asked the city if it really planned to stay awake all night.

Client
P&G
Brands
ZzzQuil Natura
Year
2025
Markets
Romania
What we did
Idea, Copy, Screen animation, Mobile DOOH, Filming, Seeding, Reporting

The brief

In July 2025 Bucharest had billboards up for Jennifer Lopez’s Up All Night concert, on 27 July in Piața Constituției. On 16 July we wrote “Up all night vs sleep all night” in a note. Two days later P&G’s Romanian pharma team had it as a stunt proposal for ZzzQuil Natura, its melatonin gummies. P&G gave us three days on the street, two before the concert and one on the day, and asked for a reel of our van under her billboard.

The idea

Sleep All Night, parked under Up All Night. An LED video van would stop under her billboards and talk back to them. The name of the idea never went on a screen, and neither did hers. As we told P&G on 18 July, we don’t use her name or the tour’s, we just position ourselves next to the billboards around town.

'TREAZ TOATĂ NOAPTEA?!' on the van, directly beneath the 'UP ALL NIGHT / 27 IULIE, Piața Constituției' poster.
'TREAZ TOATĂ NOAPTEA?!' on the van, directly beneath the 'UP ALL NIGHT / 27 IULIE, Piața Constituției' poster.

How it worked

18 to 24 July: two rulebooks

Ours was the no-names rule. P&G’s was stricter. ZzzQuil Natura is a food supplement, and with supplements, as P&G’s pharma key account manager put it on 23 July, even the messages are restricted. So every line had to follow the brand’s TV line, “E natural să…” (It’s natural to…). The sticker hostesses we had proposed went too: stickers take at least two weeks, and we had days.

We wrote and animated ten-second screen loops in 16×9 and 1×1. The parked versions have arrows pointing straight up at the billboard above the van. Three lines ran:

  • TREAZ TOATĂ NOAPTEA?! (Awake all night?!), then: it’s natural to sleep well before your favourite concert.
  • ÎN DESCHIDERE: UN SOMN ODIHNITOR (Opening act: a restful sleep), then: concerts are more fun when you’re rested.
  • A pillow that reads WAITING FOR TONIGHT…, one of her song titles, then: it’s natural to sleep well even after you’ve danced the whole concert.

Each loop carried the pack, a QR code and the food-supplement notice. P&G approved the frames on 24 July and asked us to take a Vicks logo off the pillow.

Screen file: a pillow reading 'WAITING FOR TONIGHT...', a J.Lo song title, opened the loop the van played on concert night.
Screen file: a pillow reading 'WAITING FOR TONIGHT…', a J.Lo song title, opened the loop the van played on concert night.
Screen file: 'E natural să dormi bine chiar și după ce ai DANSAT TOT CONCERTUL' (It's natural to sleep well even after you've danced the whole concert).
Screen file: 'E natural să dormi bine chiar și după ce ai DANSAT TOT CONCERTUL' (It's natural to sleep well even after you've danced the whole concert).

Friday 25 July: under her billboards

At 09:43 the van was parked under a JENNIFER LOPEZ / UP ALL NIGHT / 27 IULIE billboard and we were filming. Her poster said UP ALL NIGHT. The screen underneath asked: awake all night?! This is a real van in real traffic, with the 335 bus going past. The only animation is on its screens.

The van parked beneath the 'UP ALL NIGHT / 27 IULIE' billboard, seen from the side and the rear as the camera pushes in on the poster.
Before the concert, the van parked under a J.Lo billboard with 'TREAZ TOATĂ NOAPTEA?!' on its side.
Before the concert, the van parked under a J.Lo billboard with 'TREAZ TOATĂ NOAPTEA?!' on its side.
Filmed 40 minutes later at a second billboard: the van from across the road, then up close on 'Concertele sunt mai distractive atunci când ești odihnit!' (Concerts are more fun when you're rested!), 'ÎN DESCHIDERE: UN SOMN ODIHNITOR' and 'TREAZ TOATĂ NOAPTEA?!'.

At 18:49 the same day the footage was a reel on @bucuresti, a big Bucharest Instagram page.

25 and 26 July: on the move

Both days the van worked from 06:00 to 14:00. Between billboard stops it drove the centre: Calea Dorobanți, Piața Victoriei, Calea Victoriei, Magheru, Unirii, Splaiul Independenței. It passed a building wrapped in a giant J.Lo banner too.

The van passing a building wrapped in a giant J.Lo 'Up All Night' banner, with the line 'Concertele sunt mai distractive atunci când ești odihnit!' (Concerts are more fun when you're rested!).
The van passing a building wrapped in a giant J.Lo 'Up All Night' banner, with the line 'Concertele sunt mai distractive atunci când ești odihnit!' (Concerts are more fun when you're rested!).
The van under the building wrapped in her giant 'Up All Night' banner, the same building as the photo above, cycling from 'ÎN DESCHIDERE' to 'TREAZ TOATĂ NOAPTEA?!'.

Sunday 27 July: concert night

From 15:00 to 23:00 the van stood near Piața Constituției, at a spot our scouts picked on the crowd’s way in and out. This is where the pillow loop ran, for people walking home after dancing the whole concert.

On concert night the lit van stood near Piața Constituției as the crowd walked out, telling them it's natural to sleep well even after dancing the whole concert.
Concert night: the crowd heads out past the van's 'DANSAT TOT CONCERTUL' screen.
Concert night: the crowd heads out past the van's 'DANSAT TOT CONCERTUL' screen.
Concert night: 'TREAZ TOATĂ NOAPTEA?!' on the van as fans walk away from the venue.
Concert night: 'TREAZ TOATĂ NOAPTEA?!' on the van as fans walk away from the venue.

P&G had also approved a sign-off for the end of the night, NEXT SOUNDCHECK: ZZZ. No file or footage shows it running, so consider this its premiere.

Seeding and counting

We seeded the footage to @bucuresti and four creators. The best fit was Nicole Cherry, J.Lo’s opening act, with 2.2 million followers: her story got 110,753 views. Marisa Paloma, actress Ana Baniciu and Giulia Anghelescu shared it too.

The van’s counting system estimated how many people, cars and buses passed within about 20 metres, with 22 to 24 July as the baseline. P&G had our report on 31 July, six days after the van first parked.

Results

422,884estimated OOH exposures in three days: people, cars and buses within about 20 m of the van
360,102tracked views on Instagram, from the @bucuresti reel and four creator stories
205,173views of the @bucuresti reel (153,806 reach)
167,144OOH exposures on concert day, after 131,476 on Friday and 124,264 on Saturday
110,753views of Nicole Cherry’s Instagram story (96,252 reach)
71,552people past the van on concert day, about 10x the 6,470 to 7,573 a day counted on 22 to 24 July
21,161, 15,325 and 7,690story views for Marisa Paloma, Ana Baniciu and Giulia Anghelescu
9days from the first note to the van on the street

Credits

  • Client: P&G
  • Agency: Tuio

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