There is no greater proof of deep sleep than what you look like. We are acutely aware of how well rested we look when we’re awake, but what about when we’re asleep? Sheridan is providing a glimpse at what a deep sleep looks like in a new campaign from Fabric\TBWA.
Open mouthed, twitching or lying in inelegant, the campaign is a sign of how Sheridan’s bedding accessories help you fall into a deeply restorative, quality sleep.
Says Keenan Motto, creative partner, Fabric\TBWA: “We wanted to explore and celebrate the uninhibited world our body enters when we are in deep sleep. With inhibitions thrown away, we captured our talent twitching, stretching and sinking into their beds in a way that was real, imperfect and natural.”
Australians can start on the path to experiencing real deep sleep by using an online interactive quiz which provides personalised recommendations from Sheridan’s bedding and accessory range to cater specifically to individuals’ needs for deep sleep. Customers are also invited to trial the range through Sheridan’s new pillow and quilt buying guides, and in- store at its new Touch and Feel stations.
In addition, Sheridan is releasing a white paper on the sleeping habits of Australians, revealing that one-in-ten Australians fall asleep on their backs, while one-third of people fall asleep on their side, in a position called ‘skydiver’.
Says, Renee Awadalla, general manager of marketing, Sheridan: “For decades the sleep category has perpetuated an image of sleep as serene, picture perfect, almost angelic. In actual fact, truly rewarding deep sleep can be quite the opposite. The wider campaign showcases a real understanding that not everyone sleeps the same way – and through different touch points, we have set out to make this category easier to shop.”
The campaign is appearing on social, digital, OOH, eDM and in-store.
General Manager Marketing: Renee Awadalla
Senior Marketing Manager: Stephanie Maule
Sheridan Internal GD & Marketing Team
Creative Agency: Fabric\TBWA
Director: Lester Jones
DOP: Campbell Brown
Photographer: Darren McDonald
Stylist: Kirsten Stanwix
Media Agencies: OMD/Incubator