Ubed

Ubed’s mattress had so many benefits (sustainable, durable, temperature-regulating, hygienic) that their story risked becoming scattered. Therefore we decided to focus on the driver of all these benefits: the fact that Ubed is not made of sweaty, polluting foam, but of 3D polyester. Ubed's new proposition 'no foam mattress' gave the brand a clear enemy to fight in campaigns, and a distinctive and ownable story to build on. Spotlighting the makers, we launched in NRC.

Collaboration with Ubed, Reza Harek and Resident Media. Photography: Rene Mesman.