2011 Jay Chiat Awards Winners

Campaign for Existing Brand—Bronze
Leo Burnett USA
Sealy Posturepedic | "Supporting All the Living That Happens in Bed"

Memory foam was keeping us up at night.

How do you make innerspring mattresses relevant to a younger target? Sealy Posturepedic needed to answer this question if it was going to take on the biggest competitor, Tempur-Pedic.

The category was stuck in old conventions, and we needed to change that for the launch of the next-generation Sealy Posturepedic. We made it our mission to find a new and relevant insight that would elevate the brand out of the sleep and science conversation and make Tempur-Pedic fade into the background.

During our exploratory research, we looked not just at what people say, but what they do. What is really happening in bed? We heard stories and personal anecdotes and uncovered untapped emotional territories no brand had laid claim to. The more we dug, the more it confirmed our belief. A bed is used for a lot more than just sleeping. And some of those things really are better on springs.

This simple, but powerful insight fueled a campaign unlike anything the brand had ever done and inspired activation across channels relevant to our new target.

This paper tells the story of how we transformed this old brand into one that feels as fresh and modern as the people we wanted to reach.

Download the Paper

View a Short Video Clip (MOV File)

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