matt sleeps ✕ RA*W
client: matt sleeps via RA*W role in the project: creative
problem
I took part in the Cannes Summer Course, organised by RA*W, where we worked on a creative pitch for Dutch mattress brand Matt Sleeps. The brief: develop a campaign for their new, ultra-advanced Hybrid Pro mattress. The challenge? Matt Sleeps is best known — and loved — for its original mattress. So how do you introduce a next-level model without diminishing the value of the original?
insight
Research shows that poor mattress support can have a big impact on your posture. Yet when problems arise, people often overlook their mattress and turn to external solutions like yoga — trying to fix something that actually starts in bed.
idea
No yoga needed: the Matt Sleeps Hybrid Pro fixes your posture through its 15,523 poses. We're poking fun at trendy yoga culture, while aligning directly with the interests of our target audience: the yup.
execution
We go where our target audience is by placing ads around yoga-schools – making their overpriced classes irrelevant. :)
We create a playful online “sketch” ad featuring our very own sleep guru, who demonstrates the many different 'poses' the Matt Sleeps Hybrid Pro can adapt to.
To let people experience the different Matt-poses, we’re hosting a ‘yoga class’ in a high-traffic location like Central Station or even festivals.
in collaboration with: Vincent Vervoort
background:
Founded in Amsterdam in 2016, Matt Sleeps is a Dutch mattress brand on a mission to shake up the traditional mattress market. Their flagship product is the award-winning, fully adjustable “Original” mattress—offering six firmness options in one—that’s been repeatedly named Best Mattress by the Dutch Consumers' Association. Designed in collaboration with TU Delft and handcrafted in Europe, Matt Sleeps delivers premium materials and innovative sleep solutions