Simmons Wins Marketing Grand Prize at the '2026 Korea Product Awards'

"LIFE IS COMFORT" Campaign and Immersive Art Performance Earn Acclaim

Simmons announced on November 6 that it had won the grand prize in the marketing category at the 2026 Korea Product Awards.

Simmons CI

Organized by the Korean Academy of Commodity Science since 1997, the Korea Product Awards is an annual ceremony in which more than 1,000 members from academia and other fields select outstanding products and marketing cases from domestic companies and local governments.

Following the Marketing Frontier Award from the Korean Marketing Association this June, Simmons has now received awards from both of the leading academic associations in the field of business administration in Korea.

The company was recognized for delivering innovative and fresh brand experiences through its brand campaign "LIFE IS COMFORT" and immersive art performance "The breath before inspiration."

Launched this April, "LIFE IS COMFORT" reinterprets Simmons' signature slogan, "Unwavering Comfort," with a contemporary sensibility. The campaign captured Simmons' distinctive creativity on video by excluding AI technology and using ambient sounds from everyday life instead of BGM (background music).

In September, during the Frieze Seoul 2026 art fair, Simmons presented "The breath before inspiration," a new-concept immersive art performance in Seongsu-dong. It reinterpreted Beautyrest Black, Simmons' top-tier line, as "a canvas for creation where new inspiration is born the day after a good night's sleep." Media art, dance, space, music and fine dining were organically combined, allowing audiences to experience the brand's values in a new way.

Seo Yong-gu, president of the Korean Academy of Commodity Science and a professor in the Division of Business Administration at Sookmyung Women's University, said, "Simmons broke with industry conventions by moving away from directly showcasing its products and successfully building 'Unwavering Comfort' as a brand asset through sophisticated branding. Once again this year, its original creativity has set a new standard for brand communication."

In 2019, Simmons launched its "bedless bed ad," followed by "bedless pop-up stores" in Seoul and Busan from 2020 to 2023. In 2022, the company also ran the "Spacing Out Campaign (OSV)," which used repetitive video and atmospheric sound to convey messages of comfort and healing to people exhausted by the prolonged COVID-19 pandemic.

This content was produced with the assistance of AI translation services.