Sheridan takes Aussies into a state of drift this Summer in new campaign via Fabric\TBWA Sydney

A new campaign from Fabric\TBWA is giving Australians permission to drift into summer, with the comfort of Sheridan Towels. As part of the campaign, Sheridan drifted a 249 square metre beach towel on Sydney Harbour.

There’s a special state of relaxation that only happens in summer. The state between awake and asleep: eyelids flutter, sounds are heightened, you lose any sense of time or place — you’re drifting. Laid back on a soft cotton towel, cosied up in a colourful poncho, staying cool and comfortable in linen loungewear, relaxing with summertime essentials.

Says Renee Awadalla, general manager of marketing, Sheridan: “Sheridan towels have long had a proud connection to the Australian summer. We wanted to create a visual moment that captures the feeling of summer, inviting Australians to exhale and unwind into the season.”

Says Keenan Motto, creative partner, Fabric\TBWA: “We had a unique opportunity to position Sheridan as a brand at the forefront of Australian minds this summer. We created an impactful, visual activation, bringing to life a new form of summer leisure — drifting. We wanted to create an experience that is both mesmerizing and relaxing to watch.”

As part of the campaign, Sheridan is taking over the beaches of Australia this summer, encouraging consumers to find their state of drift. Thousands of Sheridan beach towels will be given away throughout the month of November, at iconic beaches across the country.

Consumers are encouraged to follow Sheridan’s Instagram @sheridanaustralia for more updates, and full list of locations and dates. The Summer towel giveaway will commence on the first weekend in November.

The campaign will be running nationally across social, digital, OOH, eDM and instore. View the summer collection at www.sheridan.com.au/summer.

Client: Sheridan
General Manager Marketing: Renee Awadalla
Senior Marketing Manager: Stephanie Maule
Sheridan Internal GD & Marketing Team

Creative Agency: Fabric\TBWA

Director: Dylan Duclos
Production Company: Collider
Photographer: Charlie Dennington

Media Agency: OMD/ Incubator