Bedshed has released an emotive new national brand campaign via Rare Perth which captures the unique ways we use our bedrooms, every day.
Bedshed has recognised the way we use our bedrooms has changed. 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.
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 to help launch Bedshed’s new, authentic and relatable campaign in January 2021. It captures all the candid moments that happen in the bedroom – happy, sad, and everything in between. A snapshot into our most sacred space; honest stories with genuine emotions.
This campaign builds on Bedshed’s 2018 Bedroom Report campaign, awarded an Effies finalist in 2020. It provided a data-driven insight into Australians’ bedroom habits.
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. We have been retailing mattresses and bedroom furniture for over forty years. We know that quality sleep is essential – we also recognise that our bedroom requirements are evolving and this campaign beautifully reflects this.”
The campaign incorporates TV, radio, social media, POS, online, and PR, along with in-integrated TV programs.