Wahts is a Dutch clothing brand that designs comfortable, high-end fashion. We made a translation from the brand mission into a creative campaign concept. The campaign had to claim the one-word “Comfort” proposition. Their brand is about establishing an own lifestyle linked to comfort, relax, and easygoingness. Their new campaign “Work, Travel, Play” translates the comfort proposition into one tagline. To emphasize this, we made a design construct that fits the campaign.