• Creative Strategy
  • Concept Creation
  • Project Planning
  • PR & Media relations
  • Media Buying
Emma – The Sleep Company is a founder-led company and the world’s leading direct-to-consumer sleep brand. The German company was founded in 2013 by Dr. Dennis Schmoltzi and Manuel Mueller and is active in more than 30 countries around the world. The company currently has offices in Frankfurt (Germany), Manila (Philippines), Lisbon (Portugal), Mexico City (Mexico) and Shanghai (China). This year for the third time in a row Emma celebrated that their Box Spring Bed Deluxe was awarded top of the test by the Dutch Consumer Organization (known as De Consumentenbond).

“Awaken Your Best” diversity campaign

“Twee geloven op een kussen daar slaapt de duivel tussen” is a Dutch saying meaning  a relationship between two people with a different faith is doomed to fail. These days you could add culture, gender, or perspective to this saying. Pretty outdated, right? We thought so. Based on this saying and on the fact that Emma employs people form more than 65 countries, all with their own individual cultural, religious and educational background, mindset and perspective Nightingale had the idea to create a diversity campaign – based on this old Dutch saying.

We teamed up with Vice, and gave them the creative brief to create an impactful campaign. Vice worked further on this briefing and created the Awaken your Best campaign, including several videos showing two couples with different identities who, according to the previously mentioned proverb, would not fit together.

Nightingale Amsterdam was responsible for the initial concept, the communication strategy, project planning and exposure of this project.

Unbound PR-event

To experience Emma’s Box Spring Bed Deluxe, Nightingale hosted a personal experience event at Unbound Amsterdam. We invited several media outlets to enjoy a night’s sleep, with their plus one, in the Emma bed. Topped off with a three-course menu in the UNBOUND restaurant. The media were also given the opportunity to interview neurobiologist and head of Emma’s sleep research department Dr. Verena Senn. Media present: Marie Claire, Residence, Bedrock.nl, Elle Decoration.

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