Yumeko, the B corp for sustainable bath and bedding launched its new campaign on May 9th called ‘Change the world sleeping.’ In the campaign we see sleepers raise their fists as an activist gesture.

The only difference? The people turn out to be yawning and are lying down, perfectly relaxed under Yumeko sheets.

A powerful gesture, a simple gesture. But one that encapsulates and captures the duality of Yumeko's mission perfectly.