Reposition the future

to differentiate Swiss Sense from it's competetion in a luxury brand market

Doen wat je droomt

begint met een goed bed

Developing a communication construct for the future was the essence of the brief. The main goal was creating an interesting and sustainable construct, to create commercials on for years to come. All whilst fitting into a contrasting proposition to differentiate from competitors of Swiss Sense.

Below is a showcase of just one marketing campaign, carefully crafted from this communication construct we've created for Swiss Sense.

Partners in Creativity

DEPT
Creative Director - René Verbong
Copywriting - Lisa Kapan
Art Direction - Robin Hornman
Design - Vincent Botman
Editor - Pieter Bokhorst
Strategy - Dennis Hamakers & Yolan Post
Account - Annika Timmer
Project Management - Bonnie van den Heuvel
Production - Felice van Zuilen

Vigics - Production
Director - Robbert Doelwijt Jr.
Production - Dwight Groot & Sophie van der Burg

Objective

Distinguish swiss sense from rivals

through a contrasting, yet distinct tone and style

The sleep market is oversaturated with brands showcasing how comfortable and soft their mattresses and pillows are. Soft looking commercials, muted grading and filled with close-ups of fabrics and feathers.

Swiss Sense wanted to differentiate herself from this type of competition, by showing how ambitious people benefit from a great night of sleep. We follow ambitious people we call dromenwaarmakers (translated; Dream Achievers) during their active days working, parenting and socializing.

Focusing on active storytelling, match-cutting and an art directional twist: the dromenwaarmaker is always laying down. This differentiates Swiss Sense from her competitors for years to come.

Horizontal is the new vertical

Making a commercial this technical and being able to make the client see what's happening in our collective minds, causes for loads of visualisation. As a tool to showcase both the horizontal approach and match-cutting of the commercial we created illustrations & animations.

From concept to concrete

Concept sketch

Definitive OOH

Instore concepts

To embrace the world of the dromenwaarmakers, we created their worlds in the Swiss Sense stores. Using props from the commercial set and inspiration from the portrayed lifestyle, we make the bed come to life providing a 360 experience.

Proffesionalchef

Instore activation visualized

woodwork legend

Instore activation visualized

Creating with AI

Using AI to quickly sketch and help with visualisation is a true timesaver and unmissable in any of my creative productions.

But don't underestimate the power of a real artist vs. current generation AI models. Using generative AI to help create ideas and sketch them up is a big plus, but taking that initial sketch and handing that over to an artist will create magic.

Noah Zeeuw

penalty moneys

Illustration

inktober