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