For Valentine’s Day, LOVE was launched — a revolutionary mattress topper with a 150-degree incline on both sides, designed to bring couples closer together at bedtime. A surprising product innovation that became an emotionally meaningful message, merging functionality with intimacy.
Malena Martin, CMO of Calm, reflected on the initiative:
“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, through 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, Martín 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:
- Credits: LOVE by Calm
- Agency: Republica Havas
- CCO: Tony Waissmann
- CEO: Jorge Plasencia
- Creative Chairman & Presidente: Luis Casamayor
- COO: Anthony Bianco
- Group Creative Director: Martin Stuart
- Senior Copywriter: Alejandro Garcia Obregon, Paola Soto
- Senior Art Director: Luis Martinez, Danny Valerdi
- Chief Strategy Officer: Catarina Goncalves
- 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