Sealy reminds viewers of the importance of Australian craftsmanship in new Crown Jewel Bed Range brand campaign via Traffic \ Sydney


Sealy Posturepedic (Sealy), Australia’s number one bedding brand and industry leader in sleep innovation, has lifted the lid on the launch of its new luxury Crown Jewel range, unveiling its new brand campaign via Traffic Sydney, which reinforces the story of the superior craftsmanship that is behind the range.


The fully integrated campaign peels back the layers of Sealy’s history of mattress making and its ongoing commitment to craft, artistry and quality to ensure its mattresses outperform its competitors.

Whilst still celebrating the virtues of a superb nights sleep, the work aims to create a cohesive global brand across the premium bedding market, with the crux of the campaign celebrating the magic behind the signature handcrafted designs and the expertise behind the creations.

Sealy Crown Jewels’ positioning in the mattress market is with an artfully-crafted, hand sewn, made-to-order luxury offering, using the finest sourced materials available. Every Crown Jewel mattress is the signature of perfection “Made for you”.

The work which includes both lifestyle and product videos and an extensive print, social, digital and experiential campaign, aims to elevate the importance of never compromising on perfection when it comes to sleep.

Says Ann Strini, senior brand manager, Sealy Posturepedic: “We believe we have created something that not only re-energises our brand but one that clearly positions the Crown Jewels superior quality and performance credentials as a key ingredient to a perfect nights sleep.

“Few people would know that it takes fifteen days to create a Crown Jewel mattress to perfection. Sealy works tirelessly to ensure every detail is tested and tailor-made to the needs of consumers and we wanted to reflect that in our messaging.”

Says Andrew Begg, CEO and creative director, Traffic: “Sealy is one of Australia’s greatest companies and we are extremely proud to play a role in relaunching the Crown Jewel signature range. We saw immediately the importance of lifting the lid on the craftsmanship behind this product whilst still highlighting its luxury offering and we are very happy with the result.”

Client: Sealy Crown Jewel Campaign
Agency: Traffic Brand Agency – Sydney 
CEO & Creative Director – Andrew Begg
Account Director: Marianna Drago
Creative Team Andrew Begg & Sarah Wilson
Design Director: Rachael Arbouw
Design Giulia: Baldini

Production Company: Aesthetic
Director: Nick Leary
Post Production: Aesthetic/Traffic
Photography: Aesthetic 

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Sealy reminds viewers of the importance of Australian craftsmanship in new Crown Jewel Bed Range brand campaign via Traffic \ Sydney