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ADVERTISING CAMPAIGNS

RKCR/Y&R launches Good Morning campaign for Dreams

Client: Dreams

Agency: RKCR/Y&R

June 22 saw the debut of RKCR/Y&R's second TV campaign for Dreams. Good Morning is an engaging sequel to Good Night, the brand’s re-launch campaign earlier this year.

The campaign seeks to strike an chord with consumers by demonstrating the importance of finding the right bed to ensure a great night’s sleep.  The ad aims to showcase to consumers that whoever they are, no matter what their individual needs or style, Dreams is dedicated to finding everyone their perfect bed.

Good Morning captures the essence of that morning feeling – the reluctance to wake up and leave a warm and comfortable bed.  Shot in dream-like soft focus the film creates a sense of intimacy between the beds and the people in them. With a summer lights vibrancy and energy we get a glimpse of private morning worlds, personal to everyone.

Dreams also continues to use music as an integral part of its communications. This track is a new and touching cover of Bob Marley’s ‘3 Little Birds’, recorded especially for Dreams by Renee & Jeremy.

Mark Roalfe, Chairman of RKCR/Y&R says "we wanted to bring to life that lovely laid back feeling when you first wake up and are struggling to get out of your comfy Dreams bed."

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