The name of comfort

The idea of the campaign was to establish a sequence of different feelings and emotions that everyone has experienced at least once in life, culminating in the closing question: “Have you ever experienced absolute comfort?”
The brand thus makes the concept of comfort its own, emerging as the quintessential symbol of comfort. Thanks to the new claim, “The name of comfort”, the brand itself becomes synonymous with a comfort that cannot be described in words, because it must be experienced to be understood.
The campaign involves a 1-minute corporate film, a 30-second TV broadcast, a 30-second radio broadcast, and various print and billboard adverts. The agency also coordinated the communication for all 80 Italian sales points, drafting a declaration of intent and researching and design the in-store communication.