The Dullest Movie Ever Made

What We Did

The brief was to generate coverage, buzz, awareness and users for Calm, the meditation and sleep app, and, in particular, for its growing emphasis on sleep.

Among the ways we responded was producing Baa Baa Land – an eight-hour, slow-motion movie about sheep standing in a field … doing nothing.

We billed it as “The dullest movie ever made” and “The ultimate insomnia cure – better than any sleeping pill.”

We launched it with an 87-second trailer and a poster that paid an affectionate nod to the poster for La La Land.

“It got everyone talking, including me.”


“The trailer is hilarious”

The List TV Show

“A great story.”

The Reuters reporter who covered it


The result was huge global coverage, buzz, attention and praise …

The story went viral in ... Bulgaria, Vietnam, Kazakhstan, among many other countries – even including the ones we were targeting.

It was the subject of a question on the quiz show, “Who Wants To Be A Millionaire” in Poland, where it also became an exhibit in a prestigious design exhibition.

Baa Baa Land was one of many ideas that helped Calm grow from nine staff in a one-bedroom apartment into Apple’s App of the Year, the first mental health unicorn and the world’s top-grossing health and fitness app.

Key Points

  • Huge global coverage
  • Tier 1, national media
  • Spreads virally


It was covered … well, where WASN’T it?We stopped counting after 1,500 or so  pieces of coverage.Coverage included:

  • Reuters
  • The New York Times
  • The LA Times
  • The Huffington Post
  • The New York Daily News
  • The San Francisco Chronicle
  • International Business Times
  • Reader’s Digest
  • MSN (4 Different Countries/Languages)
  • Forbes
  • CNN
  • Reddit – three times
  • Yahoo Movies
  • Wikipedia
  • IMDb
  • Daily Mail / Mail Online – multiple times
  • Daily Express
  • Mirror /
  • The (London) Evening Standard
  • Daily Mail / Mail Online – multiple times
  • Daily Express
  • Mirror /
  • The (London) Evening Standard
  • The People
  • iNews (The Independent)
  • Londonist
  • Country Living
  • Red (Magazine)/ Redonline
  • The Toronto Star
  • The Hamilton Spectator
  • The Independent Online (South Africa
  • Straits Times (Singapore)
  • Hindustan Times
  • De Telegraaf (Netherlands)
  • CNN Indonesia

And hundreds more across the world.