Bed-verts

Turning abandoned mattresses into unmissable media

CLIENT: 10:PM

AGENCY: HOWATSON+COMPANY

About

Over 1.8 million mattresses are illegally dumped in Australia every year. DiSgusting? Absolutely. But these rancid bacteria sponges ended up representing a gross $1.6 million earned media opportunity for startup mattress brand, 10:PM.


Unable to afford billboards like their competitors, we worked with 10:PM to turn their rival’s abandoned mattresses into ads for their own. The results speak for themselves with over 5 million impressions in just one week, reaching 75% of Sydney. All for a $0 media budget.


Big props to Doug and Kleinman who were the creative leads on this one.

Awards

CANNES AWARDS: CANNES LIONS SILVER - INDUSTRY CRAFT COPYWRITING, CANNES LIONS BRONZE - OUTDOOR AMBIENT & EXPERIENTIAL.

AWARD AWARDS : AWARD AWARDS SILVER - BEST USE OF COPYWRITING, AWARD AWARDS SILVER - GUERRILLA MARKETING AND STUNTS, AWARD AWARDS SILVER - AMBIENT & SPECIAL BUILD, AWARD AWARDS BRONZE - USE OF AMBIENT MEDIA.

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