2015 Winners & Shortlists

Brief Explanation

Talking to mainstream consumers within income class A/B given each Celeste spring mattress ranges from $500 to $1000 range, via a clever print campaign that converts the frustration and compounded negatives he or she faces in their daily lives with a positive spin. The client was also keen to visually reinforce how a Celeste spring mattress is superior to a regular mattress.

The Brief

“A good night’s sleep leaves you fresh, pain free and ready to go go go.” This philosophy, as quoted by the client and seen on their Facebook page, serves as the core emotional driver for Celeste spring mattress. Your daily chores and responsibilities are always compounded by unexpected obstacles that truly consume the most of you. But a well rested mind, body and soul re-charges and helps you happily spring through the day.

How the final design was conceived

Instead of communicating purely functional aspects of the product in line with existing category norms, we opted to go for exaggerated caricature style illustrations that personify the personalities that one encounters around the clock. The spring mattress is used to cleverly depict how he, and she, spring their way through the day.

Indication of how successful the outcome was in the market

Although our campaign kicked off in W2 January, 2015 and therefore we have only been ‘live’ for less than one month, sales of our Celeste spring mattresses have climbed to +22% vs. YAGO as well as led to double the inquiries our sales team have received both from consumers as well as B2B contacts such as boutique hotels and serviced apartments.

Master was born with an undying attitude: Give consumers a good night sleep that will give them the energy they need through out the day. Since 1963, Master has been the most trusted name in bedding, furniture and healthcare industry providing products of unmatched quality with guaranteed customer satisfaction. In 1997 Master launched the spring range branded Celeste. Not only did it revolutionize the bedding comfort but it also became the most demanded comfort level. Product range: Celeste Motlyfoam Healthcare series Target audience: Mainstream consumers class A/B.