# Animated Sleeping Ads The Mouka Mattress Campaign Prepares People for an Active Day By Meghan Young | Published 2013-12-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mouka-mattress References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/12/mouka-mattress-activerest/) & [ddb](http://www.ddb.com/) Sleeping is a crucial part of life and yet many people aren't getting the quality rest they need due to many reasons; the Mouka Mattress ad campaign addresses a very important one: the mattress. Sometimes a person could feel like Goldilocks on a mission to find the bed that is just right. Just the right amount of hardness and softness, it will prepare people for the active day they have ahead of them. The Mouka Mattress ad campaign was conceived and executed by the [DDB](https://www.trendhunter.com/trends/cargurus-latest-ad) ad agency branch based in Lagos, Nigeria. It was art directed by Segun Olawoagbo with creative direction by Tunde Sule, who also provided the copy. The images were shot by photographer Pius Ojeimen. They follow the popular technique of people posing animatedly when lying down. Pillows are used cleverly as props. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 39% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Quality Mattress Sleep:** Disruptive innovation opportunity: Develop innovative materials and technologies for mattresses that promote better quality sleep. - **Customizable Mattresses:** Disruptive innovation opportunity: Create customizable mattresses that can be adjusted to individual preferences of hardness and softness. - **Animated Advertisements:** Disruptive innovation opportunity: Implement animated advertising techniques to create engaging and memorable campaigns. ### Sectors Adopting This - **Mattress Manufacturing:** Disruptive innovation opportunity: Explore new materials and manufacturing processes to produce mattresses that improve sleep quality. - **Sleep Technology:** Disruptive innovation opportunity: Develop innovative sleep technology products to enhance sleep and address individual preferences. - **Advertising and Marketing:** Disruptive innovation opportunity: Integrate animation and creative techniques in advertising campaigns to capture audience attention and increase brand impact. ## Related on Trend Hunter - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Late-Night Text Campaigns](https://www.trendhunter.com/trends/ikea-u-up.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Comfort-Focused Footwear Ads](https://www.trendhunter.com/trends/aldo-spring-2024-campaign.md) - [All-Dark Marketing Campaigns](https://www.trendhunter.com/trends/darkest-campaign-yet.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Sleep-Focused Travel Campaigns](https://www.trendhunter.com/trends/in-search-of-sleep.md)