WAKE
UP
WORLD.
Client: Hästens Beds | Category: Brand concept
How we brought the
classic bed to life.
Since its inception in 1852, Hästens Beds has been synonymous with making the best beds on the planet. Each bed is meticulously built by hand with the finest natural materials and uncompromising quality requirements. A dedication which is, of course, visible on the price tag.
KEY EMOTIONAL DRIVER
For generations, the family business had talked about the value of sleep. Just like everyone else in the industry. So, we flipped that conversation. And started opening eyes to the power of being awake.
IMPACT
The concept “Wake Up World” marked the start of the brand’s shifts towards emotional, everyday relevance. Quality beds are not luxuries, but give very real benefits 24 hours a day. A Hästens isn’t an indulgence, it’s an investment.
SELECTED WORK FOR
HÄSTENS
BEDS.
CAMPAIGN
EMBRACE
CHAOS.
How can you prepare yourself for each wonderfully unpreparable day?
One way is to use sleep to fortify yourself with extra reserves of calmness and energy. The more well-rested we are, so improves our ability to take on whatever twists and turns life has in store.
WAKE UP
WORLD
CATALOG.
Produced in 10 languages across 37 markets, the Wake Up World catalog opens the world’s eyes to the power of being awake.
Demonstrating Hästens’ compulsive attention to detail, obsession with perfection and relentless innovation, this exquisite 305-page read is a discussion piece, a brand book and probably the most intricate sales aid in existence.
CAMPAIGN
BLUE CHECK
ANNIVERSARY.
Marking Marking the 40th anniversary of Hästens’ iconic blue-check pattern called for one thing: an equally iconic party dress.
Working with carefully selected fashion designers, we created an extraordinary gown made entirely of the very same blue-check fabric in which Hästens dress their famous beds. The key visual, blending art and haute couture, was shot by fashion photographer Peter Gehrke, appearing in print, in-store and digital.
SOCIAL MEDIA
SOCIAL MEDIA REVAMP.
Low activity. Even lower engagement. Unclear objectives and inconsistent look and feel. Just some of the challenges Hästens Beds asked us to overcome when they awarded us their Instagram account.
We drove acceptance of Hästens’ premium pricing by sparking awareness about bed construction – and shifting perception about ordinary vs remarkable beds. Deep segmentation and targeting allowed us to create different gateways of emotional relevance with different audiences.
By implementing our strategy and style guides, Hästens Beds built up a strong, consistent presence on Instagram. Follower base and engagement rates are constantly growing. The strong foundation we created has since given Hästens Beds the confidence to take daily social media content and community management in-house.
CAMPAIGN
WAKE UP
LIKE POWERFUL PEOPLE.
From rock musicians and movie stars to presidents and kings, many are the influential people that get fortified by sleeping in Hästens’ extraordinary beds.
Our task was to invite consumers to think differently about the value of their sleep – and be aware that everyone can afford a Hästens (entry-level) bed. In the short term, this global Winter Campaign also aimed to increase sales of accessories that can be gifted for the winter holidays.
KEY VISUAL
PAPER
ART EYE.
One of the biggest events in the Hästens Beds world is their annual global Business Convention.
We created an equally big talking point as a brand-led centrepiece: an exquisitely intricate eye, made entirely of paper by the renowned artist Fideli Sundqvist.
ACTIVATION CAMPAIGN
HÄSTENS COLLECTION
OF FREE CATALOGS.
Hästens offers expensive premium products. But one thing is for free: The catalog. To encourage consumers to order a Hästens catalog, we created a concept where we built bed accessories out of catalogs and offered them for 0€. The campaign was run in globally in print, banners, social media, and on Hästens’ website.
