BETC & Vice Make Their Bed and Lie in it for Ibis

Who doesn't like a good night's sleep? Keith Richard, maybe, but apart from him we're all fond of a decent kip and in this new camapign from BETC Paris the challenge is to have The Ultimate Sleep.

Created for the hotel chain Ibis, BETC and production partner Vice Media took on the challenge of showcasing the fact that the Ibis Sweet Bed [the bed found in pretty much all their hotels, which took eight months and 60 researchers and engineers to create, and which will be available to buy later this year] is the optimal place to sleep, wherever you are.

To illustrate this the team thought up the Ultimate Sleep Challenge, which saw a passionate adventurer attempt to sleep in a place where no one has ever been able to sleep. No, not Silvio Berlusconi's holiday home but the top of Mount Roraima, AKA The Devil's Mountain, in South America.

You can see the trailer for the 15-minute documentary above and, if you want to watch the whole film, which follows Aaron Chervenak and his team as they make the two-week, 900KM expedition through the Amazon to The Devil's Mountain, then just click here.