As a mattress brand for the young and on-the-go, EZBED's identity refresh also needed a campaign to solidify its positioning as the choice for generation z when they want something quick, easy, and comfortable to lie on. Instead of focusing on sleep like how a mattress brand would, the campaign of #KasurPengumpulNyawa focuses on the moment of waking up. Ngumpulin nyawa—or "soul collecting" refers to that moment just before slumber—when you're still a bit foggy and how it often defines the quality of your day.