Germany; known for its excellence in cars and machinery, the country also carries the stereotype of being hard. muun, the start-up mattress company, and its agency Amsterdam Berlin are smashing that generalisation with ‘German Softness’. 

The brand’s first campaign features Frank Küster, a renowned Berlin bouncer, laid naked on a mattress explaining that, despite his seemingly tough appearance, he’s a softy at heart. 

“After coming up with the key concept of having a man with an enormous presence lying naked across the mattress like a diva, we sat down with Moritz [Grub, founder and creative director, Amsterdam Berlin] to further develop the campaign and he had the great idea to ask Frank Künster for the main role,” says Lenz Meier, creative director at muun.

The campaign was created, directed and photographed by Amsterdam Berlin creative director and founder, Moritz Grub. 

Lenz Meier adds: “We wanted the whole campaign to look a bit like a fashion ad to give the protagonists a certain glamour. Already working with such an ironic underlying message we really wanted to avoid making it look mediocre.”

Check out more from the campaign here.