The Campaign

Studies show that, “the average person twists and turns in their sleep over 30 times per night”. With this in mind, our story was to create a scrolling action, showing the movement that humans conduct in their sleep.

Creative Execution

After the creation of a website, initial launch was conducted in Japan. In July, we visited several home furnishing stores and bedding stores in New York and Los Angeles. During this visit, we asked buyers what they thought of our product. In the end of August, we have plans to exhibit at the NY Now expo in New York.

After the website was launched, we had site visits from over 150 countries. 80 percent of the traffic was from outside of Japan, which gave us confidence that there was a need and interest worldwide. Also, inquiries from overseas increased by 1000 percent.

We surveyed department store employees in New York and Detroit. We noticed that demand was high for a more functional pillow, as the common materials found in pillows in the US were goose down, feather, memory foam, latex and polyester cotton. In Japan, many people sample and get fitted for pillows at stores, however we notice that these customers continue to purchase new pillows over and over again. This is due to constant changing factors such as our physical condition, weather, sleeping environment, etc. We felt the need to create a pillow that customers can easily adjust at home.