The situation

When Casper first launched, it offered one single mattress that suited most sleepers. While product expansion was always part of the long-term plan, launching with a single product allowed the brand to dramatically cut through the clutter of the category and simplify a grueling shopping experience. But people had been trained that in order to find the right mattress, they needed to try everything in the showroom. Casper needed a platform that would inspire this massive behavior change.

The solution

Shortly after Casper’s launch, we created an out-of-home campaign, starting on the NYC subway, that celebrated the idea that one mattress could meet the needs of most people. Rather than taking a functional approach, we stayed true to Casper’s strategy of celebrating people’s waking lives and worked with illustrator Tomi Um to create a series of quirky and lovable characters, who all happily sleep on a Casper. The campaign would go on to expand into multiple markets and run for years through multiple iterations.