Every guy in his early 20s has the same crispy navy sheets he hasn't washed in years. No guests want to sleep in that.

100% Boyfriend Material is a limited-edition line of navy sheets from Brooklinen designed to fix exactly that. Affordability meets practicality meets style with this line, which is specifically made for the guy looking to turn his frat house into a frat home. The name is a product descriptor and a promise: that both these sheets and the guy who buys them are high-quality, dependable, and better in bed than you would expect.

The campaign lives across a poster and billboard series, as well as a custom product tag that doubles as care instructions and life advice. The tone of the campaign and product is humorous, blunt, self-aware, and a little bit of a roast . But it also meets our target customer exactly where he is -- because he already knows his sheets are bad. He just needs some help doing something about it.

Ultimately, 100% Boyfriend Material aims to give Brooklinen a foothold in a new demographic without abandoning what the brand already does best. It's a small, affordable upgrade for the guy in his early-20s, and a nudge toward becoming the kind of person worth sleeping next to.

Because what guy doesn't want to be Boyfriend Material?

AD: Maya Lekarczyk

CW:Ari Brown