Case
Customer
DUX
Assignment
The mission was to revitalize the brand in a way that helps DUX grow stronger and attracts new target groups.
Facts
Facts: DUX is a Swedish family-owned design company that develops, creates, and globally sells furniture and beds. Since its founding in 1926, the vision has been to provide the best place in the world for rejuvenation. With a strong emphasis on genuine craftsmanship, DUX offers premium quality, comfort, and design. Today, DUX is managed by the fourth generation of the Ljung family.
Case
Global campaign for DUX
Background
With DUX's unique Pascal cassettes, you can customize your side of the bed as often as you want. We aimed to convey DUX's distinctive technology in an appealing, modern, and emotionally engaging manner, ensuring that everyone truly comprehends its significance and how it can enhance their sleep quality.Solution
The "Embrace Your Differences" campaign is built on the premise that every individual's need for bed comfort is unique, even if you share the bed with someone else. On your side of the bed, you have it just the way you want it. Several contrasting messages, such as "Together Apart," "Sleep Independently," and "Embrace Your Ego," challenge us and create a compelling contrast with peacefully sleeping individuals who are photographed and filmed from above. The black and white style emphasizes and forms intriguing graphic representations of ordinary people sleeping. With this creative foundation, the concept is communicated through all of DUX's global channels. The campaign is also adopted by DUX retailers.
