How do you launch a new mattress-in-a-box (that’s been around for 15 years) that nobody in Canada has ever heard of, into an over-saturated market in the middle of a pandemic?


Well, we did it with three simple elements: clean photography, an iconic client ampersand & a really fun new American pop song.

Oh, and of course, the talented people at Mass Minority.

Speaking of that, we also created a family-friendly card game, and took Tuft & Needle from the bedroom, to the kitchen table.

Read about the card below the online videos.

Client: Tuft&Needle
Agency: Mass Minority
CCO: Brett Channer
Director of Art & Content: Gary Holme
Writer: Tom Goudie
Art Director: Gary Holme
Strategy: Jack Perone
Producer: Jessica Holloway, Jennifer Grandoni
Campaign Managers: Christine McArthur, Gabe Pirvu, Harriet Abbott
Production Company: Mass Minority Productions
Director: Gary Holme
Editors & Post: We Are 1188
Music: Friends of Friends
Music Producer: Paige Blue
Audio: We Are 1188
Colour/Online/Compositing: Matt Bilewicz