For our first-ever campaign for Purple Mattresses, our challenge was to redefine and elevate the brand as a premium player in a crowded category. The additional challenge? To highlight their hero technology – the GelFlex® Grid. In a campaign that cleverly combines product and lifestyle imagery, we reintroduced Purple asnot only a bed, but as the key to empowering a new way of living – full of energy, vibrancy, optimism and even a few back flips. In other words, living Purple.