Lying awake at 3 a.m., staring at the ceiling. We’ve all been there. But have you ever thought about the stuff in your bedroom that has to watch you toss and turn all night? Turns out they’ve had enough too.

Beter Bed already had its rallying cry: Retteketet naar Beter Bed. Basically, get yourself to Beter Bed, right now. For social, Bill took that call literally and made it louder, weirder and impossible to scroll past.

In a series of short films, sleepless people get their final push from the most unexpected corners of the bedroom. A cow painting, a billiards trophy, a pair of shark slippers and a set of dentures all lose their patience and yell the same thing: “Retteketet!”

Alongside the films, Bill created a batch of UGC. From POV videos where people sweet-talk their Beter Bed pillow, to the most sleep-inducing job in the Netherlands: the Beter Bed sleepfluencer.