CASPER

CASPER LAUNCHES THEIR NEW LUXURY MATTRESS: THE WAVE

/ INTEGRATED CAMPAIGN /

CD/AD: Lim Win,  CD/CW: Nathan Archambault

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And to see the process, here's rewinding it back to

 

THE BEGINNING

CHALLENGE:

Introduce the Wave – Casper's new premium mattress towards an older, affluent, female audience. Those who are interested in investing in health and wellness. They are not afraid of spending more money for a good night's sleep. The advertising should feel premium yet approachable and it should celebrate the product in a benefit-driven way.

So, here we are, the beginning of the brief. How do we convince people to shell out extra money on a premium mattress? All mattresses claim to provide you with great sleep, so why should people believe in this new mattress from Casper? What makes the Wave different? Let's take a closer look at the product shall we?

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Ok, now we're talking. This mattress has 33 channels of support along the center that literally supports your entire body. That's the 'unique selling proposition' that sets this mattress apart from the rest.

A first thought was that all the different channels puts your body in tune... like an instrument.

 

All those channels are like strings on a harp. Every one of them plays a role in keeping your body in perfect harmony.

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And when you lie down on the mattress, it's like lying down on a those strings

and letting it wrap around you perfectly... like a hammock.

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In its simplicity, the lines represent how the Wave mattress supports your body.

The rough sketch below was the first nugget of the idea.

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The sketch was refined and explored further.

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Next, came experimenting with layouts and copy.

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Until we felt pretty good about the version below.

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This process was repeated for a few other ideas we had.

Another idea was about how the mattress transports you to your dream destination.

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And this idea below was how the mattress helps you drift through the night.

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 So how did we decide which idea to move forward with? We didn't.

We tested it with focus groups and they decided for us.

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The favorite was C.

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 With a chosen direction for the campaign, we did an extensive search for the right illustrator.

And it came down to these two: Tom Haugomat and Owen Gatley.  

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To help make a final decision, we asked Tom and Owen to draw a sample sketch.

Tom (on the left) vs Owen (on the right)

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Casper felt most comfortable with Owen's style, so we went with Owen.

And he began to make refinements.

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After several rounds, Owen completed the three final illustrations below for the campaign.

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While all of this was going on, Odd Fellows (the animation house) was ​busy putting things into motion.

Here is a preliminary storyboard sketch. 

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And here are reference renderings of the line movements.

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After many rounds of animation, the videos were finally finished and Casper was very happy.

From beginning to end,  the entire project took about three months.

Annnnnnd.... that's a wrap.

 

I'm going to sleep now.

zzz

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