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Dreams unveils Sleep Like a Log campaign

Dreams has unveiled a new brand campaign called Sleep Like a Log.

Created by Uncommon, the campaign is the bed retailer’s first since its category-driving Replace Every 8 in 2015.

Fronted by a new inanimate spokesperson called Log, the creative was directed by comedy masterminds Adam and Dave (Arts & Sciences). In addition to showcasing the Dreams range and staff expertise, the campaign includes Log sharing tips for a good night’s sleep.

Simon Moore, director of marketing at Dreams, said, “Dreams is the market leader but in an increasingly competitive category – and one where there has previously been little disruption and differentiation – we knew we need to be bold and bring something very different to market.

“Everyone knows the old adage “I slept like a log, but the reality is far too many people are not sleeping well enough and not getting the physical and mental benefits of a great night’s sleep. For us it was simple – drive brand affinity by doing sleep education, but do it differently.”

The work also includes an extensive series of shorter films, as well as in-store and online activations.  In addition, Dreams has produced new product adverts using virtual production technology, a more sustainable filming option that limits the need to travel or source materials for sets.

The activity will run across TV, BVOD, PVOD, audio and social channels.

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