People love snapping their mates mid-nap in public and turning them into viral memes.

So when Arabus — a Thai coffee brand — wanted to show just how strong their coffee is, we brewed up an idea inspired by that very trend.

We staged a series of playful “public nap” moments using talent, gave the images a cheeky meme-style retouch, and turned them into bold, attention-grabbing out-of-home ads.

It was a bold, innovative move for 2016 — back when no one dared to use memes in advertising.