Forty Winks channels The Walking Dead in new campaign via Akcelo

September 19, 2023 9:17

Bedding retail specialist Forty Winks has launched its first rebrand since 2019, with a campaign led by recently appointed creative agency Akcelo.

The launch campaign introduces Aussies to ‘The Unslept’ – a horde of seriously tired people, each one exhibiting some of the most common sleep issues.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

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2 COMMENTS

lol 19 Sep 23

Man. This is atrocious. You guys sell cheap mattresses and you’re making fun of your own customers, not to mention your staff look like creepers in the ad.

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John 20 Sep 23

I’m not sure what the team at Forty Winks is trying to achieve except cheapening their brand with such poor taste, and low budget production qualities. The sad thing is, the insight and strategy is sound; it’s the creative idea that is trying too hard to get cut-through without respecting the authoritative brand positioning that FW holds in the industry (well, used to). The team at Snooze will sleep tight now seeing this new approach by FW.
Serious About Sleep or Serious About Taking the P155?

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