Agency: PMH
Date: Aug 2017
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As lead creative agency for Sleep Number, PMH has just launched its first campaign to promote the It bed:

Every person is different, especially when it comes to how they sleep, which is why people need a bed that changes as they do. The OOH and social campaign reflects the infinite adaptability of the It bed, the first ever bed-in-a-box mattress that can be adjusted on each side to be as firm or soft as you want with the use of a Bluetooth-enabled smartphone or tablet synced to the mattress.

Inspired by the random yet relatable moments that impact a person, even just for one night, the campaign focuses on the notion that human beings change constantly, as It bed has the technological capacity to evolve with the sleeper.

The campaign will roll out first in Minneapolis and Denver in August with light rail station takeovers, craft beer runs, paid and organic social, digital OOH board take-overs, with events and signage at Minnesota United soccer games (in MN) and Colorado Rapids soccer teams, and more. Social media will roll out later this month.


Client: It Bed by Sleep Number

Agency: Peterson Milla Hooks

Executive CD: Dave Peterson

Creative Director: Courtney Vincent

Art Director/ACD: Andrea Hyde

Designer: Daniel Lurvey

Copywriter: Madeline Harkness

Producer: Andrea Shimp

Account Supervisor: Molly Loken

Strategy: Lauren Buckley

Project Management: Kate Meehan, Rachael Moench

Studio Artist: Steve Carlson

Business Affairs: Tracie Kittelson

Director: Aldo Hertz

Photographer: Cameron Wittig

Video Production: Aldo Hertz, Topper Anton

Edit: JoLynn Garnes, Topper Anton

Music: Daron Walker, HiFi Project, Inc.

Wardrobe Stylist: Sarah Cohran

Hair/Make-Up Artist: Carol Stopera

Prop/Set Stylist: Liz Gardner