During a working day and before the public’s eyes, 7 young artists were invited to express their nightmares freely on old mattresses. The public and the mass media were invited to watch this live painting process which we organised in Hub Madrid. The mattresses would subsequently be exhibited in different Noctalia stores around Spain and eventually destroyed, as a kind of collective exorcism.

With a very limited budget of 8,000€ we obtained excellent broad coverage in our target’s preferred media, valued at 65,000€. News programmes, radio programmes, blogs and news portals all reported on the event, a novel action that helped to position the mattresses of the traditional Flex company in the most important place in the world.