Although Purple has a premium product and some sexy tech, their brand awareness had sagged (bad bed pun) during the bed-in-a-box boom. In order to elevate and reinvigorate the brand, we created a campaign that focused - not on people sleeping (because, snooze) - but on people living their best lives as the result of getting a great night’s rest. A mattress that makes you want to climb a mountain? Maybe a bit of a stretch. But it sure beats the hell out of watching people snoring for 30 seconds.