We found a human truth: People were now doing way more than just sleeping on their beds. So, we encouraged them to embrace their mattresses in order to help make the world a better place for everybody.
Another truth was, Healthcare workers were losing sleep over this pandemic. As a mattress brand with a superior product, we knew that getting some pillows and mattresses in the hands of doctors and nurses who were in the frontlines would help them catch up on some well-deserved sleep.
When it came time to reopen stores, we wanted to make sure people knew how to shop safely. So, we developed the Clean Shop Promise—a series of store policies designed to help people feel at ease while they slowly went back to their normal lives. These ads were targeted to people who engaged with our "Change The World" video, and geo-locked to states as they reopened their economies.