CHOOSE YOUR COMFORT
German mattress maker muun lives in a boring product category, where it’s pretty hard to stand out. The trick is to present them not as just another mattress start-up, but as a holistic sleep brand — entirely made in Germany. The launch film of the campaign, featuring notorious Berlin bouncer Frank Künster speaking about his feelings while butt naked, shot sales up by over 50%.
Now that muun was on everyone’s minds, mouths and bedrooms, they went deeper by telling stories about the individuality of comfort. By portraying the hard-man of British football, Vinnie Jones, and Drag Legend Jinkx Monsoon, the brand set a bold statement about the importance of staying unique and comfortable in your own skin, while showing products to match that spirit.
Germans are known for their impressive engineering and industrial prowess. But as one will discover through the campaign, beneath their hardcore exteriors lies the vulnerable underbelly of the German stereotype. Because as it turns out, Germans are really just softies.
FUCK THE RULES
“Fuck the rules!” says Vinnie Jones, showing his softer side as he dances to the soundtrack of 80’s synth. In reality, he is much more than the thug from Guy Ritchie’s ‘Lock, Stock and Two Smoking Barrels’. He catapulted himself from the fifth division of English football, all the way to Hollywood, and sold carpets on his way there. His highly individual path symbolises muun’s motto ‘Choose Your Comfort’. The backdrop of the first film of the series is one of the most unconventional homes of the 20th Century – The Sheats Goldstein Residence – designed by the legendary architect John Lautner.
A DUDE IN A DRESS
“When little kids yell things like: What the hell is that?! You’re a dude in a dress. You gotta just let that stuff roll off your back.”
– Jinkx Monsoon
The “Choose Your Comfort” series for muun continues with the release of Part Two: Style – starring Ru Paul’s Drag Race winner and international sensation Jinkx Monsoon. In the film, Jinkx lays bare her bold choice to defy the ‘norm’ and present herself to the world in drag. She explains that true comfort is loving your own individuality.