RKCR/Y&R unveils its first work for bed and bedroom furniture retailer Dreams.
The campaign aims to help Dreams’ achieve its mission to help the nation great a night’s sleep. It marks a significant shift in advertising strategy for the retailer away from its previous price-led campaigns.
Shot in a warm, inviting light, the ad features a cross section of the nation turning their lights off, getting cosy and bedding down for a great night’s sleep in their Dreams bed. It concludes by showing a Dreams employee turning off his own bedside lamp, while the end line reads: “We won’t sleep till everyone’s in their Dream bed”.
The campaign is accompanied by a cover version of the song “Hushabye Mountain” by the jazz singer Stacey Kent.
A series of accompanying promotional ads, shot in a similarly style, will support the campaign.
Dreams, which has more than 260 stores across the UK, appointed RKCR / Y&R to the account following a pitch in February 2011.