Koala releases ‘Sleep it simple’ campaign via The Royals

Koala has today released a campaign aimed to keep things simple and “make it easier” for anyone looking to purchase a new mattress.

The campaign ‘Sleep it simple’ includes TV, radio, out-of-home, digital, social and ambient, and is the brand’s first campaign from independent creative company The Royals, which won the account three months ago.

Creatives on the campaign, Nick Cole and Pat Allenby said: “The mattress industry has messed with people’s heads. Now you need to be a mattress expert just to buy one. With this campaign, we wanted to show people that with Koala’s new mattress range all people need to care about is getting a better sleep.”

Koala’s global brand strategy and creative VP Bradley Firth said: “The Royals were the perfect partner in creating a campaign that keeps things simple and captures Koala’s down-to-earth personality and cheeky Aussie humour. Combined with our new brand identity and revamped website, the Koala brand is primed for its next phase of growth.”

The Royals executive creative director, Sebastian Vizor, added: “It was a joy creating this campaign with Koala. They strongly believe that buying a mattress shouldn’t be as
complicated as it’s become, and we agree. So we stripped everything back to its core and just told people what they actually needed to know.”

Earlier in the year Koala launched a tongue-in-cheek campaign called ‘Furniture worth keeping’ which took a swipe at Swedish furniture brand Ikea.


Client: Koala Furniture

Creative Agency: The Royals
Agency Producer: Christina Wilmot
Production Company: Airbag
Director: Ariel Martin
Executive Producer: Alex Tizzard
DOP: Aaron McLisky
Editor: Mark Bennett
CGI: Airbag
Post Production: White Chocolate
Grade: Ben Eagleton
Sound design: Rumble – Cam Milne
Casting: McGregor Casting


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