People define what comfort means to them in Pillow Talk’s ‘For the Love of Comfort’ campaign
Pillow Talk Australia has asked people to define what comfort means to them in its ‘For the Love of Comfort’ campaign.
The ad features people revealing their key comforts including their pyjamas, pets, blankets, new sheets, old jerseys and face-timing family.
The ‘For the Love of Comfort’ campaign, created by McCann Queensland, aims to provide creative and strategic “rejuvenation” for the brand.
The ad endeavours to address “millennial irrelevance” and ensure the brand remains competitive in a fierce market.
Kate Spencer, general manager of Pillow Talk, said in a statement: “Comfort. It’s such a simple and humble idea that stretches the breadth and width of humanity. I’m so very proud that at Pillow Talk we can celebrate such a universal human need with the conviction and authenticity that a subject of this importance deserves.”
As part of the campaign, Pillow Talk will see new interior design, signage, store layouts and brand films.
Benjamin Davis, ECD at McCann Queensland, added: “If you’re going to talk about comfort with any sense of authenticity, you’ve got to talk about more than just lying down on a bed.
“Comfort is so much more than that. It’s emotional. It’s memory. It’s everything that’s true… and it’s true that it’s different for everyone. I think Pillow Talk’s new platform now own’s that space and will do for years to come.”
Credits:
- Agency: McCann Queensland
Benjamin Davis – Executive Creative Director
Phillippa Netolicky – Managing Director
Jessica Allen – Account Manager
Alex Moore – Copywriter
Brooke Dobbie – Art Director
PR: The Red Republic
Rebbecca Kent – Account Director - Pillow Talk
Heath Goddard – Managing Director
Kate Spencer – General Manager
Greg Ferguson – National Operations Manager
Kristy Stevens – Digital Marketing Manager
Taryn Watt – PR Executive - Production
Cave Studios – Production
Paul Baiguerra – Director
Pete Dixon – Producer
Dan Macarthur – Director of Photography
Joshua Maguire – Photographer
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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