COCO-MAT Social & Awareness
A brand that invents its own words has to teach them: one story, one word, one definition at a time.
COCO-MAT Social & AwarenessThe brief
COCO-MAT has a vocabulary of its own — orthosomatic, pillowsophy, sunhours — words that carry the whole philosophy of how the company makes a bed. Next to competitors talking about springs and firmness, those words are the difference, but only if somebody explains them.
The move
I built the stories as a dictionary. Each one takes a single word and sets it as a proper entry — headword, phonetic spelling, part of speech, definition — over a photograph of the thing itself, so you learn a term and see the product in the same three seconds. The same frame then carries the sleep-awareness numbers and the seasonal sale, so three different jobs read as one account.
The detail
A story is held for a second and a half if you are lucky, so the word lands first and everything else arrives underneath it. In the «Did you know?» set each statistic is a ring that fills as you watch — the number finishes drawing at the moment the sentence finishes being read.
- Instagram stories for dictionary, awareness and sale campaigns
- One dictionary-entry frame, repeated per word
- Statistics animated to the pace of the line being read
- Italian versions for the Fiera del Bianco sale