U.S. HISPANIC
Calm and Republica Havas Spark Intimacy This Valentine’s Day with Revolutionary LOVE Mattress Topper
10 de abril de 2025
his Valentine’s Day, Calm and Republica Havas launched LOVE a groundbreaking product innovation designed to rekindle intimacy between couples. The LOVE mattress topper, featuring a 150-degree incline on both sides, aims to physically bring partners closer together during bedtime, transforming a simple product into a powerful message of connection.
The initiative struck a chord with audiences, merging functionality with emotional resonance. Malena Martin, CMO of Calm, expressed her satisfaction with the campaign’s impact. “We are very happy with the impact this campaign had. Creating a product that helps bring couples closer — especially in the month when most divorces occur — was as necessary as it was inspiring. Working with the Republica Havas team to raise awareness about this issue and offer a concrete solution allowed us to keep connecting with our customers through everyday life, what’s human, and what truly matters: being well, and being together.”
Jorge Plasencia, CEO of Republica Havas, also shared his thoughts: “With LOVE, launched on Valentine’s Day, we connected with people on an emotional and everyday level. We didn’t just generate interaction — we gave people a real reason to believe that a small change in their routine can transform a relationship. When you work with a client like Calm, who believes in the power of a good idea and is committed to seeing it through, everything changes. LOVE wouldn’t have been possible without that openness and that genuine desire to go beyond the brief.”
Finally, Martin Stuart, Group Creative Director, shared his perspective on the idea. “In a world where half of all marriages end in divorce, LOVE was born from an uncomfortable question: What if part of the problem starts in bed? We designed this topper to do something simple yet powerful — bring couples physically closer. It’s not an empty promise; it’s design with intention. And if we can help a couple end their day just a little bit closer — even through humor — then it was all worth it.”
Credits: LOVE by Calm
Agency: Republica Havas
CCO: Tony Waissmann
CEO: Jorge Plasencia
Creative Chairman & President: Luis Casamayor
COO: Anthony Bianco
Group Creative Director: Martin Stuart
Senior Copywriters: Alejandro Garcia Obregon, Paola Soto
Senior Art Directors: Luis Martinez, Danny Valerdi
Chief Strategy Officer: Catarina Gonçalves
Production Manager: Gustavo Fernandez
Managing Director: Vanesa Bolanos
Production Company: OpenMind
Directors: Julián Escandarani, Eduardo Weisberg
Executive Producers: Ezequiel Negro, Nicolás Pintshanski
Head of Production: Kevin Kaplun
Editor: Carlos Capurro
Audio Production: TWINS Music House
Audio Director: Jerónimo Gonzalez Montalvo
Mastering & Sound: Tom Huergo
Music Advisor: Max Scott
Client Team:
CMO: Malena Martin
Brand Manager: Mia Siccardi
Content Manager: Josefina Romanelli
Content Manager: Sabrina Erlich
Social Media Strategist: Estefania Sosa
