SOVA: WAKE UP SWEDEN

SOVA is Sweden's leading supplier of quality beds. However, a huge market of cheap bed retailers have brought the price down substantially by making beds of low quality with cheap materials that don’t keep their shape and that don’t last long. This is one of the reasons why a third of the Swedish population sleep poorly and experience pain and discomfort every night.
SOVA wanted to wake people up to the fact that the amount you invest in a bed is directly affecting how you sleep.

By using real Swedish currency they were able to bend and fold bills to create a single headline "VAKNA SVERIGE", which translates to "WAKE UP SWEDEN" without any altering or post effects to the bills themself.

Together with a "wake up" manifest they illuminated the problem facing Swedes today and gave them a solution, to invest in their sleep.