TD launches brand campaign for M line

Sleep specialist M line develops high-quality beds, mattresses, and other sleep accessories. These are sold through its website and more than 200 sleep specialists in the Netherlands and Belgium. The newly developed Prestige collection, together with the existing Performance line, provides the mental and physical relaxation needed to perform at your best every day. The positioning, strategy, and campaign were developed by Total Design.

Sleep is not a luxury – it’s more than rest. It’s your secret weapon for the next day. M line calls it ‘performance sleep’: sleep that helps you bring out your best during the day. Whether you aim for physical or mental peak performance, great days start with the right night. This positioning builds on the brand’s values of innovation and performance, and is based on what sleep truly means to people.

The campaign features three main characters – a chef, a keynote speaker, and a marathon runner, who prepare for an important day while they sleep. As they rest in their M line beds, we see the arenas where they must perform at their best the next day: a kitchen, a conference hall, and a marathon course. They are fully ready when they wake up refreshed and sharp, with the payoff: ‘Get ready for greatness.’

For M line, this campaign marks the introduction of a completely new sleep proposition and a strategic shift from a functional to a more emotional approach. From this theme, we developed a 360-degree campaign across the entire sales funnel, renewed the website, and on December 5, the doors of the first Brand Store in the heart of Breda will open. For these initiatives, there was intensive collaboration with Fightclub, Bolden, and Zigt.