It’s rare that pitch work goes straight into production, but after a nearly nine-month long process, Mattress Firm awarded Havas their global business and immediately created this campaign. “One is Not a Choice” is a defiant response to what has become the brand’s biggest competitor - online “bed in a box” retailers that claimed sight-unseen superiority.
The campaign was recognized at the 2018 Shorty Awards in the Art Direction and Humor categories. While both awards were bronze, I would like to point out that in some cultures, two bronzes are worth more than one gold.
“One is Not a Choice” was an idea that could be executed about a thousand different ways, all of which would be entertaining in its own way. There are probably hundreds of scripts in a google drive somewhere plugging in different executions: exercises, shirts, dogs, action figures, and more. This concept easily works in every social media channel and across every potential language.
This campaign was awarded Bronze in the categories of art direction and humor at the 2018 Shorty Awards.