Bedshed Captures Authentic Bedroom Moments In New Campaign, Via Rare
Bedshed has launched an emotive new national brand campaign capturing the unique ways we use our bedrooms, every day.
Bedshed recognise that the way we use our bedrooms has changed. A lot. Whilst it remains the place we retire in our quest for a quality night’s sleep, it’s increasingly becoming a space where we spend a lot of time ‘living’.
For many, the bedroom doubles as a nursery, a home office, a dance studio, a home gym, a space to catch up on our favourite show, a place to laugh, to cry, and to download. For most, the bedroom is the place we can be ourselves.
As a category, bedding retailers tend to focus their brand messaging purely on sleep, with Bedshed seizing on the opportunity to claim a broader territory of understanding, appreciating the bedroom for all it represents.
Opting to steer the conversation away from just sleep, Bedshed has positioned themselves as ‘whole of bedroom’ experts – across everything that happens within the four walls of the bedroom – night and day.
Bedshed launched its authentic and relatable campaign in January 2021, capturing the candid moments that happen in the bedroom – happy, sad and everything in between. It is a snapshot into our most sacred space; honest stories with genuine emotions.
Creative agency Rare teamed up with producer Béatrice Masia and director Matt Pitcher from Open Spaces, with music and sound by Cue Sound and MDS Audio.
Production involved shooting 28 scenes over a week-long period, bringing genuine moments to life with a diverse cast of 30 real individuals in real bedrooms. An original track was composed to set the tone and make the campaign feel uniquely Bedshed.
The campaign also features a series of expanded moments, providing viewers a more in-depth look into several of the individual bedroom scenes, building a deeper emotional connection.
This campaign builds on Bedshed’s 2018 Bedroom Report campaign, awarded an Effies finalist in 2020. The Bedroom Report campaign provided a data-driven insight into Australians’ bedroom habits. But as the world has changed dramatically since then, Bedshed wanted to show how we live in our bedrooms has also changed, and in doing so, cement their position as the experts in this space.
Rare Creative Director Liz Hammond said, “it’s exciting to be working with a client that’s confident to make bold decisions. And it was a pleasure partnering with the team at Open Spaces to deliver such an extensive campaign. The ads are filled with beautiful moments and will hopefully give the audience something new to discover on every viewing.”
The campaign launched on January 3, as part of Bedshed’s major nationwide integrated sponsorship of I’m A Celebrity Get Me Out of Here Australia, and subsequently appeared on other linear and digital channels. The campaign has already garnered positive feedback, with regards to its fresh approach and the heartwarming stories portrayed.
Luke Clarke, Bedshed National Marketing Manager, said, “it was important to us that this brand campaign was relatable, capturing the essence of how our lives play out in the bedroom – over the course of the day and night and that the way you use the space is unique to you.”
“We have been retailing mattresses and bedroom furniture for over forty years. Understanding our customers’ needs and being able to respond with the right advice and product range is integral to our business. This campaign further highlights our commitment to a better understanding – we know that quality sleep is essential – we also recognise that our bedroom requirements are evolving and this campaign beautifully reflects this.”
“It was also critical that our brand campaign elements seamlessly integrate into our retail execution and we are pleased that the brand messaging is playing out across our retail campaigns and will soon appear in-store.”
The campaign incorporates TV, radio, social media, POS, online and PR, along with in-integrated TV programs.
Credits
Agency: Rare
Creative Direction: Liz Hammond, Brett Wheeler
Copywriter: Simon Mullins
Agency Producer: Shannon Hicks
Production: Open Spaces
Producer: Béatrice Masia
Director:
Matt Pitcher
Styling and Art Dept: Kylie Clifford
Post-Production: James Hawkes, The Office of John Cheese
Music: Mike Fragomeni, CUE Sound
Sound Design: Tim Count, MDS Audio
Stills Photography: Chantel Concei
Strategy and Client Management: Richard Beards, Claire Bassula and Allison Miller
Client: Luke Clarke, Michelle Vlahos and Louise Leadbitter, Bedshed
Media planning and buying: Karen Blight, Media Forte
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.