Simmons wins marketing award for AI-free 'Life Is Comfort' campaign

Simmons has won the Marketing Frontier Award from the Korean Marketing Association for a brand campaign that deliberately avoided AI.

The bedding company said Monday it received the award at the association's MAX (Marketing+AX) Forum, held Friday at Simmons Terrace in Icheon, Gyeonggi Province.

The Marketing Frontier Award, established in 1993, is presented by the Korean Marketing Association to outstanding companies based on a comprehensive evaluation of nine criteria, including product competitiveness, market leadership strategy, marketing communications and corporate social responsibility.

Simmons was recognized for its "Life Is Comfort" brand campaign, released in April, which carried the message of "a life that remains unshaken amid any chaos."

The association particularly noted that the campaign bucked the industry's growing reliance on generative AI, opting instead for ambient sounds from everyday life in place of a conventional musical score. Simmons said the campaign surpassed 100 million cumulative views in less than two months after its release.

The association also factored in Simmons' ESG activities. The company recently launched the "High Five Sharing Project," which donates 5 percent of sales from its Beautyrest Edison mattress to the pediatric and adolescent center at Samsung Medical Center.

"We highly valued the reinterpretation of the brand message to reflect the spirit of the times, as well as the expansion of social value through a participatory ESG project," said Jung Yeon-seung, president of the Korean Marketing Association.