We dissected consumer habits to discover whether people were really missing out on anything when they weren’t leaving the house. Our research led to a unique perspective into the opposite of FOMO, where people actually felt like they were missing out by leaving the house. Why leave the place you feel the most comfortable? The place where you call the shots and you are king/queen. This insight inspired us to develop the campaign live free, couch hard. Turns out sometimes freedom means being in your own curated environment where you have choices. A place where you can spend your time how you want to and free from judgement. A place where people could indulge, live free, and couch hard.