Choose Both
Casper was dealing with a crowded category where too much choice was actually the problem—especially for a more affluent, older audience overwhelmed by the 175+ online mattress brands.
To cater to these customers, Casper created a Hybrid mattress, bringing the classic comfort of springs together with the innovation of their signature foam. Our job was to develop a campaign that would communicate the magic of this material marriage.
We built the idea that the Hybrid mattress removes decision fatigue entirely, it’s the choice that doesn’t make you choose. The visual direction supported that simplicity, focusing on clarity, calm, and comfort with a few visual tricks and surrealism.
The campaign came to life as broadcast, print, social, digital, and radio. To audibly convey the perfect marriage of springs and foam, we commissioned an original composition by Brad Wells, and tapped the voices of the Young New Yorkers’ Chorus. The result was unlike any radio spot you’ve ever heard.
Impact:
Turned category overwhelm into a simple, high-performing creative idea centered on ease and clarity.
The Hybrid mattress went on to exceed Memorial Day expectations and contributed to $350.5M in DTC sales that year.
CD: Lindsay Brillson
ACD: Sarah Betts
AD: Jeremy Turner
Production: Jackie Backie
Director: Danny Sangra
Photographer: Meredith Jenks
Completed at Red Antler