Dreams
Dreams
Ad Campaigns
Springing life into loveable mattresses
Springing life into loveable mattresses
How do you make people connect with an object that (literally) just lies there?
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Client: Drummond Central | Production: re:Production | Sound: Gas Music | Director: Sye Allen
The Challenge
Drummond Central had newly been appointed by Dreams to work on a brand new Ad Campaign. The concept: A bed that will love you back. Our challenge was bringing life and character to faces on mattresses. We were one cog of a big machine, with amazing music from our friends over at Gas and production by re:Production.
Drummond Central had newly been appointed by Dreams to work on a brand new Ad Campaign. The concept: A bed that will love you back. Our challenge was bringing life and character to faces on mattresses. We were one cog of a big machine, with amazing music from our friends over at Gas and production by re:Production.
The Outcome
As well as a 30 second TV & CInema Commercial, we worked on an alternative version with different messaging + a series of social content which you can view further down the page.
There's plenty more being produced as well through Autumn 2025 which we'll be sharing as it goes live.
As well as a 30 second TV & CInema Commercial, we worked on an alternative version with different messaging + a series of social content which you can view further down the page.
There's plenty more being produced as well through Autumn 2025 which we'll be sharing as it goes live.
The Craft
We had a lot of testing to do, to capture a realistic mattress, but also to do this with a character built into it. Quite a bit of our work here was visual effects. The parts where we had to track the mattresses, paint out hands, add and remove smoke. There was a huge amount of craft and care put into designing these faces. The team of animators effectively built characters out of some indents in a mattress. Not an easy thing to achieve.
The creative stage, where we sketched and modelled these, was where we managed to give the faces real warmth; they became friendly. So much so that they have been made into cuddly toys for in store giveaways. We’re already working on several other versions as well as Sponsorship idents. New characters are also in the pipeline.
We had a lot of testing to do, to capture a realistic mattress, but also to do this with a character built into it. Quite a bit of our work here was visual effects. The parts where we had to track the mattresses, paint out hands, add and remove smoke. There was a huge amount of craft and care put into designing these faces. The team of animators effectively built characters out of some indents in a mattress. Not an easy thing to achieve.
The creative stage, where we sketched and modelled these, was where we managed to give the faces real warmth; they became friendly. So much so that they have been made into cuddly toys for in store giveaways. We’re already working on several other versions as well as Sponsorship idents. New characters are also in the pipeline.
And finally...
The campaign has delivered record-breaking results so far.
For Brand recognition, we look at the stats from a variety of sources. Top-of-mind awareness has jumped 7 points (+30%), reaching a two-year high. First-choice consideration is up 6 points (+27%) – the highest it’s been since 2022. And the brand’s performance on the key driver of “sells products that meet my needs” has risen by 8 points (+26%), the strongest score since tracking began in early 2023.
Core brand pillars are all on the rise. Brand love is up 8 points, trust and experience by 7 and quality by 6 points. And our cast of loveable beds are already becoming recognised brand cues.
The Ad smashed System1 scores, which work to assess effectiveness on a wide range of factors. It awarded the campaign a strong 4.7 stars, placing it in the sweet spot for long-term brand growth and short-term sales impact. Lumen research recognised the spot as one of the Top 10 most attention-grabbing TV ads of the last two years.
The campaign has delivered record-breaking results so far.
For Brand recognition, we look at the stats from a variety of sources. Top-of-mind awareness has jumped 7 points (+30%), reaching a two-year high. First-choice consideration is up 6 points (+27%) – the highest it’s been since 2022. And the brand’s performance on the key driver of “sells products that meet my needs” has risen by 8 points (+26%), the strongest score since tracking began in early 2023.
Core brand pillars are all on the rise. Brand love is up 8 points, trust and experience by 7 and quality by 6 points. And our cast of loveable beds are already becoming recognised brand cues.
The Ad smashed System1 scores, which work to assess effectiveness on a wide range of factors. It awarded the campaign a strong 4.7 stars, placing it in the sweet spot for long-term brand growth and short-term sales impact. Lumen research recognised the spot as one of the Top 10 most attention-grabbing TV ads of the last two years.
The campaign has delivered record-breaking results so far.
For Brand recognition, we look at the stats from a variety of sources. Top-of-mind awareness has jumped 7 points (+30%), reaching a two-year high. First-choice consideration is up 6 points (+27%) – the highest it’s been since 2022. And the brand’s performance on the key driver of “sells products that meet my needs” has risen by 8 points (+26%), the strongest score since tracking began in early 2023.
Core brand pillars are all on the rise. Brand love is up 8 points, trust and experience by 7 and quality by 6 points. And our cast of loveable beds are already becoming recognised brand cues.
The Ad smashed System1 scores, which work to assess effectiveness on a wide range of factors. It awarded the campaign a strong 4.7 stars, placing it in the sweet spot for long-term brand growth and short-term sales impact. Lumen research recognised the spot as one of the Top 10 most attention-grabbing TV ads of the last two years.
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More Work
More Work
Let’s talk.
Tell us about your project—whether it’s from concept, or if you're already at storyboard stage….we'd love to know more.
Let’s talk.
Tell us about your project—whether it’s from concept, or if you're already at storyboard stage….we'd love to know more.
Let’s talk.
Tell us about your project—whether it’s from concept, or if you're already at storyboard stage….we'd love to know more.