In terms of intimacy, are you or the mattress? Pikolin raises the question in his new campaign

Jane Anderson
Jane Anderson
In terms of intimacy, are you or the mattress? Pikolin raises the question in his new campaign

When intimacy is scarce in a couple, are you or the mattress?

Pikolin Raise the question in your new campaign, entitled “Will it be the mattress?” And worked, once again, by the creative agency Oriol Villar. Following previous invitations to the reflection he has made with the platform “Do something that takes your sleep away,” On this occasion the brand of products for rest puts the focus on the complicity of a couple and the role of the bedroom in the emotional connection.

It does, unlike previous campaigns, with a lighter and careless narrative and that shows the morning after a couple in a hotel. It is inferred that, after a while away from the obligations and the day -to -day pressure, they have found a moment of intimacy and is questioned whether it is for them or for the quality of the mattress.
The announcement has Blur as a producer and Claudia Llosa in the direction.

With this, the brand not only values ​​its products, but also places bedroom as an epicenter of connections in relationships, both physical and emotional. In addition, it encourages to reflect on the time dedicated to taking care of intimacy in a world full of distractions.

In Pikolin we know that the bedroom is not just a physical space; It is a shelter, the place where couples rediscovers, listen and strengthen their link. Talking about these issues is consistent with our mission to improve people’s lives“; commented Ana Robledo, director of Marketing and Communication at Pikolin, in a statement.”We want this message to inspire people to put intimacy on the agenda of their lives

For his part, the creative director Oriol Villar considers that talking about the privacy of couples is something Innovative and necessary. We wanted to tell a story that, since its simplicity, connect with something as deep as the emotional bond in a relationship”, He said.

The creative concept of the campaign is also born from a series of social and cultural findings. Pikolin conducted a survey of more than 1,000 individuals between 25 and 65, and discovered that 9 out of 10 couples recognize problems with your intimacy Due to factors such as lack of time, daily fatigue, children or mobile and social networks.

As they move from the brand, 50% of respondents confess to watching the mobile almost always in bed and 32% watch television in the bedroom. Despite this, 75% of couples claim to sleep in physical contact, demonstrating the constant search for closeness.

Intimacy does not happen alone; It requires attention, time and care. It is an act of presence and dedication that nourishes both the heart and the soul”, Explain from the brand. “And Pikolin invites all couples to make their intimacy a priority: tonight, do something that takes away your dream and closer to whom you love

Hotel aspiration

Although the campaign works at the strategic level demonstrating Pikolin’s social commitment, he also does so in EThe tactical plane, since it also attracts attention to the product. This is linked to what Hotel industry aspirational in a short performance piece. “Making a product campaign without losing emotion is a challenge that we assume with courage”, Says Ana Robledo. “We are leaders in the sale to the main hotel chains, and the hotel product is very aspirational for the target

The campaign will begin to be executed as of January 30 with a media plan managed by the agency Sand. Includes activations on television, digital and branded content.

Technical file

  • Title: “Will it be the mattress?”
  • Campaign: do something that takes your dream
  • Advertiser: Pikolin
    • Marketing Team: Ana Robledo
  • Agency: Orioluer_
    • Creative Direction: Oriol Villar
    • Art Director: Oriol Gil
    • Producer Agency: Mélanie Andrada
  • Producer: Blur
    • Damper: Claudia Llosa
    • Executive Producer: Inés Segura
    • Produce: Julia stug
    • DOP: Nile Zimmermann
    • Address Assistant: Lucas Cuevas
    • Chief Production: Dani Molina
    • Casting Directorate: Edu Perez
    • Art Director: Laura Santos
    • Monter: Guillermo de la Cal
  • Song: Mariana (BSO of the series “This is not Sweden”)
  • Sound: Fabiola Ordoyo-Kaleidosound Studio
  • Sound Sound study: XEVI Estudi
  • Postproduction: Metropolitan
    • Colorist: Marc Morató
  • Actors: Jennifer Levack & Julien Paschal