Havas was in a 2-year losing streak on the new business front. When my partner and I joined the agency, we broke their dry spell by winning Mattress Firm to promote their new "bed in a box" mattress, Tulo.
The pitch tasked us for a campaign that would combat the increasingly popular Casper mattress. Knowing the Tulo mattress comes in three options of softness and Casper comes in only one, we created "One is not a choice" - an idea to portray how inconvenient life would be if we didn't have options in life.
Here’s what won the pitch and eventually got on air.