Ubed

Ubed’s mattress had so many benefits — hygienic, sustainable, durable, temperature-regulating — that the story risked becoming scattered. The breakthrough was focusing on the core: the material. Unlike almost all mattresses made of foam, Ubed is built from innovative 3D polyester.
This led to a sharp proposition: the no foam mattress. Simple, distinctive, and instantly different. In campaign we chose to fight foam and spotlight the makers — the innovators who dared to rethink what a mattress could be. We launched in NRC Media to reach an audience that values quality, sustainability, and smart design — giving Ubed a clear, ownable story to build on.

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