The "Sound of Divorce" campaign's main objective was to drive sales of a second mattress for couples experiencing snoring, thereby normalising and establishing the "sleep divorce" habit for better sleep. Culturally, it addressed the prevalent but often unacknowledged issue of snoring-induced sleep separation in Argentina, approaching it with humour and empathy to destigmatize the topic. Creatively, the campaign leveraged user-generated audio of snoring via WhatsApp, analyzed by a specially developed AI (using Gemini 2.0), to offer personalized discounts linked to snore intensity. This makes the entry unique in the audio medium by transforming an everyday sound into a central, interactive, and personalized element of an advertising campaign, effectively redefining audio's role in consumer engagement and direct sales.