Campaign developed by TBWA\Sydney aims to re-energise the brand
To celebrate the virtues of a quality night's sleep, Sheridan has partnered with five of Australia's most talented overachievers to give us an intimate insight into how they prepare for their tomorrow in its latest campaign via TBWA\Sydney.
Rising stars - indigenous artist and surfer Otis Carey; and fitness entrepreneur Stephanie Claire Smith - are joined by recently married and proud new parents, singer Sam Margin ('The Rubens') and international model Rosie Tupper; along with SBS veteran and cult icon Lee Lin Chin.
Their routines were more surprising than most would assume. Chin stays balanced by reading Shakespeare for an hour in bed every evening, ahead of waking up early each morning for yoga. And Carey switches off his phone at 6pm, leaving it in the kitchen drawer, before prioritising family time with son Lenny, so he can get up early to surf. This ritual combined with Sheridan sheets is clearly a winning combination.
Sheridan are proud to be leading the way in a rational category dominated by talk of thread count and price with a refreshing approach.
Says Renee Awadalla, GM of marketing, Sheridan: "We pushed for a campaign that talked to a new audience without alienating our current customer. We believe we have created a platform that not only re-energises our brand, but one that clearly positions our sheet's superior quality and performance credentials as the secret to making the most of your tomorrow."
Says Andy DiLallo, CCO, TBWA\Sydney: "We feel like we know our heroes, but we know little about how they prepare at night to perform at their best tomorrow. These striking portraits give us an intimate look into the night time rituals of iconic Australian overachievers."
The campaign includes OOH in Sydney and Melbourne as well as a series of 30, 15 and 6 second online content featuring each of the talent and PR.view more - Creative