Simmons 'Oddly Satisfying Video' Wins Grand Prize at Korea Advertising Awards

Simmons' 2022 brand campaign 'Oddly Satisfying Video' won the Gold Award at the 2022 Korea Advertising Awards.
[Photo by Simmons]

[Asia Economy Reporter Kim Jong-hwa] The sleep specialist brand Simmons' 2022 brand campaign "Oddly Satisfying Video" (OSV) won the Gold Award in the TV Video category at the Korea Advertising Awards.

Now in its 29th year, the Korea Advertising Awards is the most prestigious comprehensive advertising award in the domestic advertising industry, hosted by the Korea Federation of Advertising Associations. This year, over 2,800 entries were submitted across TV, digital, print, and outdoor categories, marking the highest number ever and making the competition fiercer than ever.

The Gold Award-winning Simmons OSV was created through the collaboration of Simmons Korea's creative group "Simmons Design Studio," the LA-based global art director duo "Singsing Studio," and domestic production company "Produced By Kiok," led by Creative Director Yoo Beom-jun and PD Gil Hyo-jin. In 2019, they jointly presented the "bedless advertisement," which delivered a fresh shock using only Simmons typography, winning the Silver Award at the 17th Seoul Video Advertising Festival.

This award was largely due to the campaign’s incorporation of contemporary trends into advertising, resonating deeply with consumers. Simmons OSV consists of eight digital art videos that evoke unconscious comfort the more you watch, delivering a message of healing and recovery to the public amid the post-COVID era where "Mental Health" has become crucial, sparking a craze for spacing out.

In particular, Simmons Bed attracted attention with a unique branding strategy by releasing OSV first on YouTube, breaking away from conventional frameworks. This video, which included a friendly explanation of the campaign, quickly increased intimacy with the public and surpassed 20 million cumulative views in less than a month after its release, achieving great success.

A Simmons representative explained, "In the post-COVID period when mental rest is needed, we created the advertisement inspired by the social trend of 'spacing out,' which soothes the tired mind and body through repetitive videos. This aligned perfectly with social currents and led to overwhelming support. Additionally, the unique platform strategy that spread extensively both online and offline added strength, allowing us to receive much love both inside and outside the industry."