Christy are well known for their quality towels but perhaps not so for their bed linen. The campaign was to build the idea that Christy bed linen was ALSO great quality. The message had to be single minded in order to convey a ‘confidence’ that comes with quality and of course it had to be beautiful - just like the bed linen.
We said that Christy bed linen had to stand out for something beyond design. Design after all can be subjective and changes with season. We said that it was the naturalness of the product that was worth talking about.
Using naturalness as a theme even the simplest of bed sheets can become something really quite beautiful. Christy, 100% natural.