EXTRAORDINARY BRAND AWARD WINNER
SIMMONS | BEAUTY REST BLACK
Objective: Simmons Beauty Rest Black needed a facelift. This included coming up with a new tagline, new branding, as well as a commercial idea for the advertising. With only the mattresses pattern to visually start with as well as inspirational tech-luxe images from trends team, this is what I came up with:
The Tagline: "Dream in Black"
Rationale: I literally woke up to that idea, it seemed too obvious and simple and I loved it. The mattress itself is called Black.
Commercial Idea: Dream in Black & White
Rationale: For my "black & white dream" concept I thought the most obvious theme to go with was dreams in black & white. Why? The black & white came from a myth that people raised with black & white television dream in black & white. And since they are the target market I thought this was an interesting concept for the commercial. I imagined a girl running through the woods, in a deep sleep where nothing could wake her but the light of day coming in from her blinds. I sold this idea internally.
Graphics Rationale: I came up with 3 pathways for the graphics, the one pictured below was the winner. The line represents that light coming in through the window that woke the girl in a deep sleep who woke dreaming in black.
Result: The graphics I created based on "my black & white dream" concept "won" internally against many other designers and creative directors as well as two other advertising firms. The final graphics for retail were applied very well by Vellum Atlanta. The tagline idea I woke with was also used.
Created at: LPK
Art Direction: Brian Akers
Designer: Perez-Mitchell Design