With small business enthusiasm at a 10-year low, AT&T Business did the unexpected: we reunited the cast of the worst-run office ever (The Office) and asked them to help calm the nerves of business owners. Since business owners reported suffering from sleep deprivation due to the worries related to their business, we launched a talking pillow filled with positive affirmations. Because if AT&T Business can help The Office cast run a small business, we can help anyone. Each cast member was responsible for a different business archetype — from ‘Expert’ to ‘Community Builder’ to ‘Visionary’ — and all business owners had their own custom track, created to help relieve small business anxiety. But a talking pillow and an album, connected seamlessly by a phone weren’t enough. We created a business that manufactured these talking pillows, to show that anyone can start their own business. Even Rainn, Craig, Jenna, Brian, Creed, and Kate. Our tagline summed up our strategy: You Can’t Dream If You Can’t Sleep.