The Brief.

Flex is an old family mattress company. Over the years, it has been the sales leader in Spain, but recently, sales have been falling: the brand was certainly getting old. And if they were a traditional brand whom you could trust, today it means that they’re an old brand, mostly associated with mothers and grandmas and not positioned for the 21th century.


The Solution.

They needed a shock treatment. First step was to redesign not only the brand but also the whole category. We moved, from a matress seller to a bed brand. And not only as an object: bed is the place where you love, you dream, you read, you make kids, you spend the hangover...it is probably the most important place in your life.

So, we decided to shoot a real birth.

Waira was born on a Flex mattress.


This campaign won several awards as the Gold TV campaign in EL SOL, the Latin and Spanish Ad Festival 2010.

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JESUS MORILLA

ADVERTISING DESIGN ART DIRECTION

WORK BIO REFS CONTACT

Flex

YOUR BED,

THE MOST

IMPORTANT PLACE

IN THE WORLD