Deidre Smalls-Landau from Identity: The campaign segmented as Hard Work allows us to relate with audiences effectively

Identity, the IPG Mediabrands Content and Connections agency, and Denver Mattress strengthened their strategic alliance with the creation of the campaign, Hard Work, aimed at Hispanic audiences. The campaign pays a tribute to work ethics and the drive that characterizes Hispanics, and also conveys the importance of rest to enable the performance of daily tasks. “This campaign highlights the extraordinary work ethics shown by Hispanic communities and their huge economic impact. At Denver Mattress we contribute with their objectives, ensuring they have a good rest and feel in excellent conditions after a restful sleep” stated Laston Charriez, Chief Product Officer at Denver Mattress.“We are very happy to work with Denver Mattress for this unprecedented and high-impact initiative” expressed Deidre Smalls-Landau, EVP, Managing Director at Identity. “Denver Mattress continues elevating standards through segmented campaigns, which allows us to perform and relate with audiences effectively.” One of the unique features of this campaign is that the casting was made with real people -no actors- to celebrate the work ethics of the Hispanic community and depict their personality. Hard Work will be executed in multiple markets through diverse media, including search, social networks, digital TV and radio.