10PM gets down and dirty with dumped mattresses via Howatson + Company
Mattress startup 10PM has turned illegally dumped mattresses into guerilla billboards in a campaign activation with Howatson + Company.
The campaign leverages the finding that over 1.8 million bacteria-laden, skin-cell-infested mattresses are illegally dumped in Australia every year, with the executions positioning 10PM’s Aussie-made, microbe-neutralising mattresses as the obvious antidote.
Other assets:
Bondi Backpackers: https://vimeo.com/812696215
Darlinghurst Queen: https://vimeo.com/812696142
Watsons Bay Swingers: https://vimeo.com/812696122
The activations targeted inner-city Sydney suburbs, locating discarded mattresses and writing bespoke copy on each, condemning them as “rancid”, suggesting 10PM as the alternative. The messages were converted into mattress-sized stamps, and the mattresses were reinstalled in the same locations they were found.
Harrison Reid, founder of 10:PM says: “We’re stoked to be working with Howatson+Company to launch 10:PM. As a startup we don’t have the media budget to reach millions of people like our competitors, so we used dumped mattresses to our advantage to create buzz and engagement, as well as reach people.”
Doug Hamilton, creative director at Howatson + Company, “This campaign takes advantage of an amazing free media that thousands of us walk past every day. With some loving craft and cheeky copy, our competitor’s old, soiled, dumped mattresses became the perfect vehicle to help 10:PM disrupt the category, and make anyone who sleeps, reconsider the state of their current mattress.”
The campaign runs across OOH, social and PR.
Credits
Client: 10:PM
Agency: Howatson+Company
Founder/CEO: Chris Howatson
MD: Renee Hyde
Executive Creative Director: Gavin Chimes
Creative Directors: Michael Kleinman and Doug Hamilton
Art Director: Raff Gandrabur
Copywriter: Zoe Finkelstein
Design Director: Ellena Mills (REMOVE)
Head of Design: Caroline Gilroy
Senior Designer: Trent Michael
Chief Strategy Officer: Dom Hickey
Group Business Director: Katy Ward
Business Director: Sasha Thariani
Head of Production: Holly Alexander
Senior Editor: King Yong
Senior Account Director (PR): Melinda Durston
PR Executive: Millie Clout
Production Company: Scoundrel
Director: James Dive
Executive Producer: Adrian Shapiro
Producer: Charlie Taylor
DOP: Jordan Maddocks
Music & Sound: Heckler Sound
Composer: Johnny Green
Sound Designer: Dave Robertson
Executive Producer: Bonnie Law
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