How you sleep is a mark of good bedding, says Sheridan in new Fabric\TBWA campaign

“There is no greater proof of a deep sleep than what you look like,” according to homebrand Sheridan, in its latest campaign via Fabric\TBWA.

The online campaign shows a number of people sleeping in various positions, twitching, and open-mouthed, to illustrate how its bedding products help consumers fall into a deep, “restorative sleep”.

Creative partner at Fabric\TBWA, Keenan Motto said: “We wanted to explore and celebrate the uninhibited world our body enters when we are in deep sleep. With inhibitions thrown away, we captured our talent twitching, stretching and sinking into their beds in a way that was real, imperfect and natural.”

General manager of marketing at Sheridan, Renee Awadalla said: “For decades the sleep category has perpetuated an image of sleep as serene, picture perfect, almost angelic. In actual fact, truly rewarding deep sleep can be quite the opposite. The wider campaign showcases a real understanding that not everyone sleeps the same way – and through different touch points, we have set out to make this category easier to shop.”

Alongside the campaign, Sheridan has launched an online interactive quiz to find personal recommendations for consumers on the best-suited product, in addition to a white paper on Australians’ sleeping habits.

The research found that that one-in-ten Australians fall asleep on their backs, while one-third of people fall asleep on their side, in a position called ‘skydiver’.

Sheridan handed its creative account to TBWA in 2018. Last week, the agency launched its first work with NAB after winning the client last year.

The campaign live across social, digital, OOH, eDM and in-store.


Client: Sheridan
General Manager Marketing: Renee Awadalla
Senior Marketing Manager: Stephanie Maule
Sheridan Internal GD & Marketing Team
Creative Agency: Fabric\TBWA
Director: Lester Jones
DOP: Campbell Brown
Photographer: Darren McDonald
Stylist: Kirsten Stanwix
Media Agencies: OMD/Incubator


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