Paula’s Choice and Zerotrillion Launch “Fake 8 Hours Sleep”, a Creative-Led London OOH Campaign Introducing the New Pro-Collagen Peptide Firming Eye Serum

A multi-channel takeover designed around the realities of modern life, resonating with London’s commuter culture and signaling a bold new creative chapter for the brand.

London, UK — December 24, 2025 — Global skincare leader Paula’s Choice partnered with creative agency Zerotrillion to debut its first-ever out-of-home campaign in the UK, unveiling the new Pro-Collagen Peptide Firming Eye Serum through a culturally fluent platform rooted in a universal truth: most people don’t get eight hours of sleep, but they still want to look like they did.

With “Fake 8 Hours Sleep” as the creative anchor, the campaign reframes a familiar, deeply human tension into an optimistic, empowering message that connects the science of peptides with the lived experience of modern city life.

A High-Impact London Takeover With Strong Early Wins

The campaign launched late October, rolling out throughout Q4 across London through a combination of wild postings, 4-sheet posters, and more than 40 digital screens placed along high-traffic commuter routes and retail-driven corridors. These touchpoints generated close to one million impressions, offering consistent visibility throughout the campaign’s full duration.

The creative extended beyond static placements to include a street activation in Fitzrovia’s Charlotte Street, where Paula’s Choice surprised morning commuters with a branded coffee cart serving free coffees, product samples, and 20% off vouchers. The activation paired two morning essentials — caffeine and a peptide-powered eye serum — creating an instantly relatable experience for tired-eyed Londoners navigating the morning rush.

The result was strong footfall, notable pickup of samples, and meaningful trial moments that brought the product directly into consumers’ hands.

“We truly enjoyed collaborating with Zerotrillion on the outdoor activation for our Pro-Collagen Peptide Firming Eye Serum launch. From the first spark of an idea to the final rollout, their team captured the essence of our brand and what resonates with our UK customers. The result? A standout concept, ‘Fake 8 Hours Sleep,’ now turning heads on the streets of London,” said Chantal Duchene, UK Country Director at Paula’s Choice.

The campaign, which ran from October through the remainder of Q4, extended into retail and digital channels, including visibility near Space NK, targeted digital and social amplification, and extensive sampling moments across London. These touchpoints reinforced product education and supported broader European momentum around the peptide category.

A Creative Platform Signalling a New Chapter for Paula’s Choice

While Paula’s Choice is globally recognized for its iconic 2% BHA Exfoliant, the brand is now doubling down on peptide-led innovation; one of the fastest-growing skincare categories across Europe and globally. This campaign served as both a UK market introduction and a creative signal of where the brand is headed.

It not only highlighted the efficacy of the new Pro-Collagen Peptide Firming Eye Serum, but also reestablished Paula’s Choice as a leader in science-backed skincare that understands and reflects the rhythms of real life.

From Functional Claims to Human Insight

Paula’s Choice initially approached Zerotrillion with a product-centered brief, who then reframed the assignment around a relatable human tension: the gap between how people feel and how they want to appear, especially in fast-moving cities where rest more than often takes a back seat. So the creative embraced a simple, universal idea: Look like you slept well, even when you didn’t.

“It’s not just about launching a peptide serum,” said Alex Paquin, CEO of Zerotrillion. “It’s about understanding the rhythm of people’s lives - the commute, the coffee, the exhaustion - and creating an idea that fits naturally into culture. ‘Fake 8 Hours Sleep’ is honest, playful, and instantly recognizable.”

A First Step in a Larger Global Creative Direction

As Paula’s Choice continues expanding internationally, the London campaign serves as a foundation for upcoming markets. Early traction suggests the “Fake 8 Hours Sleep” platform is primed for scale as the brand builds a larger global narrative around peptide-led innovation.