When Swedish bedmaker Hästens sought to bolster awareness and sales in the US and other affluent markets, they selected Barker DZP to launch a new global campaign. The agency realized that Hästens’ sparse, Scandinavian branding could never support sales of a bed costing from $6,000 to $65,000 in these new markets. Our solution was a complete re-casting of Hästens as a luxury brand. Under the new tagline “The bed of your dreams,” the resulting campaign created a category of one: Hästens, the world’s first and only luxury bed.