In July 2022, Boris Johnson resigned as Prime Minister of the United Kingdom, telling the world ‘them’s the breaks’. Immediately #borisresigns became the top trending topic on every social media platform and news outlet.

R. Agency, for Calm – the number one app for sleep, meditation and relaxation – reacted quickly to center the brand and its purpose in the cultural conversation.

In less than 24 hours, R. Agency led creative, media buying, placement and earned media to get the campaign live.

The campaign quickly became part of the conversation, driving shares, engagement, conversations and coverage.