As lead creative agency for Sleep Number, PMH has just launched its first campaign to promote the It bed:Every person is different, especially when it comes to how they sleep, which is why people need a bed that changes as they do. The OOH and social campaign reflects the infinite adaptability of the It bed, the first ever bed-in-a-box mattress that can be adjusted on each side to be as firm or soft as you want with the use of a Bluetooth-enabled smartphone or tablet synced to the mattress.Inspired by the random yet relatable moments that impact a person, even just for one night, the campaign focuses on the notion that human beings change constantly, as It bed has the technological capacity to evolve with the sleeper.The campaign will roll out first in Minneapolis and Denver in August with light rail station takeovers, craft beer runs, paid and organic social, digital OOH board take-overs, with events and signage at Minnesota United soccer games (in MN) and Colorado Rapids soccer teams, and more. Social media will roll out later this month.CreditsClient: It Bed by Sleep NumberAgency: Peterson Milla HooksExecutive CD: Dave PetersonCreative Director: Courtney VincentArt Director/ACD: Andrea HydeDesigner: Daniel LurveyCopywriter: Madeline HarknessProducer: Andrea ShimpAccount Supervisor: Molly LokenStrategy: Lauren BuckleyProject Management: Kate Meehan, Rachael MoenchStudio Artist: Steve CarlsonBusiness Affairs: Tracie KittelsonDirector: Aldo HertzPhotographer: Cameron WittigVideo Production: Aldo Hertz, Topper AntonEdit: JoLynn Garnes, Topper AntonMusic: Daron Walker, HiFi Project, Inc.Wardrobe Stylist: Sarah CohranHair/Make-Up Artist: Carol StoperaProp/Set Stylist: Liz Gardner