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Sheridan and Sydney Dance Company Come Together in ‘Never Felt Better’ Towel Campaign

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The elegant campaign was developed by Fabric\TBWA Sydney and produced by Collider

Sheridan and Sydney Dance Company Come Together in ‘Never Felt Better’ Towel Campaign

Australian homewares brand Sheridan has unveiled its latest campaign via Fabric\TBWA Sydney, showcasing the strength and beauty of its towels through contemporary dance, performed by Sydney Dance Company.

The iconic Sheridan brand has been committed to quality and innovation for over 50 years and produces some of the finest products on the market. Dedicated to constantly evolving their fibres and fabrication, Sheridan towels have never felt better.

As in the world of dance, Sheridan towels seek to create an experience that leaves its customers feeling enriched and uplifted. Sydney Dance Company was approached by Sheridan and asked to choreograph movement that synchronised the beauty and elegance of dance with that of a Sheridan towel to encapsulate the Sheridan difference through movement.

The result signifies the brand’s longstanding vision to introduce creative thought and beauty into the everyday things of life.

Renee Awadalla, general manager of marketing, Sheridan, said: “In a category that is oversaturated with a sea of sameness, we set out to disrupt the category and show our Sheridan difference in a more visually captivating way. Our collaboration with Sydney Dance is a true partnership of two iconic Australian brands with similar values. This campaign not only re-energises our brand but one that undeniably positions Sheridan towels as the superior choice for the Australian consumer.”

“The synergy between the proof points of Sheridan’s towels and the unwavering dedication to craft shown by the Sydney Dance Company sparked the inspiration.” added Keenan Motto, creative partner, Fabric\TBWA.

Sydney Dance Company has been a driving force in Australian culture for over 50 years. Touring internationally and nationally, Sydney Dance Company’s ensemble of 17 exceptional dancers perform new choreography by artistic director Rafael Bonachela and his creative collaborators.

Rafael commented: “I am delighted to have the opportunity to collaborate with an iconic Australian brand such as Sheridan. Sydney Dance Company and Sheridan share a vision for quality, innovation and a commitment to sharing beauty with the world.”

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Brand: Sheridan Australia

Group General Manager: Paul Gould

General Manager, Marketing: Renee Awadalla

Senior Marketing Manager: Stephanie Maule

Art Director\Producer: Andrea Woo

Head of Social: Eloise Walsh

Sheridan Marketing and Graphic Design Dept.

Talent: Sydney Dance Company

Artistic Director Sydney Dance Company: Rafael Bonachela

Dancers: Sydney Dance Company

Choreographer: Chris Aubrey


Creative Agency: Fabric\TBWA

Chief Creative Officer: Evan Roberts

Creative Partner: Keenan Motto

Executive Creative Director: Grant McAloon

Art Director\Designer: Gabriella Clegg

Client Partner: Colleen Scerri

Strategic Planner: Katharina Vassar

Senior Integrated Producer: Vanessa Hawke

Sound Engineer: Beau Silvester


Production Company: Collider

Managing Director: Rachael Ford-Davies

Producer: Annie Schutt

Director (Film): Dylan Duclos

DOP: Kieran Fowler

Art Director: Jen Waters

SFX: Dan Oliver, Max Hughes

Stills Photographer: Darren McDonald

Stylist: Bridie Gilbert

Hair: Michelle McQuillan

Makeup: Victoria Barron

Post and Editorial

Post production: Bolt

Editor: Brad Hurt

Grade: Matt Fezz

Music and Sound

Music: Charlie O’Brien

Genres: Choreography

Categories: Home, Soft Furnishings

TBWA\Sydney, Fri, 19 Feb 2021 02:44:16 GMT