People buy a mattress about every 15 years and despite sleeping on it every night, it's not something they think about too often. We needed an impactful way to help Serta's high-end memory foam mattress own "comfort." Not an easy assignment.

So we created a memorable couple in which the wife was so comfortable on her Serta iComfort, she was comfortable with just about anything. The "just about anything" took form in the crazy schemes her husband cooked up in each spot.

We created a social contest where Serta's Facebook fans submitted pictures of themselves exhibiting comfort in extreme situations. Testimonials were shot for web content where we gave couples the iComfort mattress to try for three weeks, documenting their sleep improvement and reactions when we told them they could keep the bed.