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 Tulo 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, especially when it comes to your mattress.
Here are the TV spots produced after we won the pitch.