The Problem
Sleep is no longer just about rest—it’s the foundation for how we show up in our lives. Yet many still undervalue it, settling for beds that don’t meet today’s needs. As modern lifestyles evolve, so too do sleep preferences. Consumers now demand more: advanced sleep technology, sustainable materials, and undisturbed rest. But legacy brands often struggle to stay relevant in a tech-forward, comfort-driven world.
Insight
Simmons has been trusted for over 100 years. But to stay ahead, legacy must evolve. Consumers don’t just want a bed that’s comfortable—they want a sleep experience that keeps up with them. One that feels innovative, future-ready, and in tune with their wellness goals. The opportunity? Reinvent Simmons as not just a mattress brand, but a sleep-tech leader with a sense of wit and edge.
A bold, forward-facing campaign that invites a new generation to see Simmons differently—not just as a legacy brand, but as the mattress brand built to support how they sleep today. With a witty virtual assistant as our film’s narrator and a modern, tech-inspired visual language, we introduced a new way to talk about sleep: not as something you settle for, but something you upgrade.
Across film, digital, mallscapes and social, we showcased Simmons’ cutting-edge innovations—like the Original Pocketed Coil® Technology and e-ION Crystal™ layers—through elegant 3D renders and a glowing ribbon of light that brings each benefit to life.
Simmons Original Pocketed Coil® Technology
Engineered for undisturbed sleep, each coil moves independently to reduce motion transfer—so your rest stays uninterrupted, no matter who you share the bed with.
From undisturbed rest to total body rejuvenation, the campaign distilled each product innovation into bite-sized, benefit-led content.
Social carousels targeted younger, tech-savvy sleepers with swipeable product benefits-anchoring a campaign that modernised Simmons’ legacy across film, print and digital.