Hästens.

Kim and I were presented with the opportunity to conjure up a print and outdoor campaign for Hästens, which is essentially the Bentley of beds, retailing for like fifty grand each(!). The Swedish client had one request of us: be edgy. And so we were, and came up with this black light campaign. The idea really stemmed from the belief that the same way a woman might sleep with a man just because he owns a Ferrari, she might also sleep with him if he slept on a Hästens.

In the end, we were "too edgy," which was just fine by us because that meant we did our jobs.