KUKA Home
The Backing You Deserve
Year
2024
Services
OOH Advertising
Commercial
Background & Objectives
Mattresses are common in every Chinese household—but they are more than just products. The goal was to use Xinjiang cotton as a symbol of national pride and craftsmanship. KUKA partnered with CCIA to highlight traceability, quality, and sustainability—bringing warmth and confidence to Chinese households through a proudly made-in-China story.
Creative Insight
With the concept “Chinese Cotton, Backing the Chinese Dream,” the strategy focused on showing how product design can reflect national identity and emotional security. The campaign highlighted KUKA’s mattress as a symbol of confidence, comfort, and cultural pride.
Strategy & Execution
The film follows KUKA's lead designer to Xinjiang, where she collaborates with cotton farmers and textile experts Together they overcame technical barriers to integrate Xinjiang cotton into mattress production—marking the first time this material was used in the industry The film captures both technical breakthroughs and emotional stories, highlighting craftsmanship, national identity, and the spirit of modern Chinese design.
Results & Impact
KUKA and CCIA launched China’s first “Cotton Identity Traceability System.”
Consumers could scan a mattress tag to trace cotton back to certified farms in Xinjiang, viewing data on planting, harvesting, and processing.
The campaign helped position Chinese home innovation with pride and confidence on the global stage under the narrative of the “Eastern Design Paradigm.”
