Tuft & Needle

This & That

Agency: Mass Minority


Mass Minority launched Tuft & Needle in Canada, a SertaSimmonsBedding subsidiary. Across multiple media in a fully-integrated campaign, we took existing assets from the US in-house agency (shooting in the summer was shut down), and conceived an ad campaign that simply played on the two-part aspect of the name of the brand (which uses an ampersand), Tuft & Needle, and wrote other paired phrases that would help gain attention for this new brand, in an over-crowded and expanding category. We then searched for music and found a song by Nashville music producer Paige Blue and artist Friend of Friend, titled "That's Nice" that we bought and used. We adjusted some writing, used the song (which was also making a global debut), and created this fun little campaign. It made a huge splash for our clients new bed-in-a-box product. It was FUN&EXCITING to make.

This professional campaign titled 'This & That' was published in Canada in May, 2020. It was created for the brand: Tuft & Needle, by ad agency: Mass Minority. This Integrated medium campaign is related to the House, Garden industry and contains 1 media asset. It was submitted over 3 years ago by Director of Art & Content: Gary Holme of Mass Minority.


Advertising Agency: Mass Minority, Toronto, Canada
Post Production: WeAre1188
Chief Creative Officer: Brett Channer
Creative Director: Brett Channer
Creative Director: Gary Holme
Creative Director: Tom Goudie
Art Director: Gary Holme
Art Director: Tom Goudie
Writer: Tom Goudie
Writer: Gary Holme
Director: Gary Holme
Producer: Jessica Holloway
Producer: Tony Shultz
Editor: Matt Bilewicz
Music: FriendofFriend
Music Producer: Paige Blue
Audio: Milan Schramek
Account Director: Christine McArthur
Account Supervisor: Gabriel Pirvu


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