Sheridan announces sustainability initiatives with campaign that creates landscapes out of bed linen

Sheridan has launched a campaign to announce its new sustainability initiatives.

The campaign film, created by TBWA Sydney, utilises the textures of Sheridan linens to imitate different landscapes from sand dunes and mountains, to rivers.

Sheridan has committed to making 100% of its consumer packing reusable or recyclable by 2025. According to the company, over the past 12 months it has saved 100 tonnes of cardboard by removing it from its packaging. The company is also looking to expand its product range to include more sustainable fibres and more responsible production processes.

In February, Sheridan launched an in-store recycling program which has already seen 3,150kg of pre-loved bed linen and towels donated by customers, it said.

Sheridan Australia group general manager, Paul Gould, said: “Sheridan is taking action and proudly playing our part in order to make a real difference. We’re actively working towards reducing the environmental impact in everything we do; from our raw material and manufacturing process choices to how we package our products.”

Renee Awadalla, Sheridan Australia GM of marketing, added: “We believe a tipping point has been reached in terms of global sustainability efforts, and enlightened brands are embracing positive change.”

Paul Bradbury, CEO TBWA Australia and New Zealand, said in a statement: “The creative campaign celebrates a pivotal milestone in Sheridan’s corporate evolution. Our campaign is a beautiful reflection of the rising tide of sustainability consciousness in Australia.”

The film was shot by The Glue Society and produced by Revolver.


Brand: Sheridan Australia
Group General Manager: Paul Gould
General Manager, Marketing: Renee Awadalla
Senior Marketing Manager: Stephanie Maule
Brand Manager: Sara Wilson
Social Media Manager: Leigh Counsell
Sheridan Marketing and Graphic Design Dept.

Creative Agency: TBWA Sydney
Chief Creative Officer: Andy Dilallo
Creative Director: Nev Fordyce
Creative Director: Steve Hanzic
Art Director: Andrew Torrisi
Managing Partner: Gemma Rees
Business Director: Alexandra Stickler
Strategic Planner: Kathryn Claughton
Senior Integrated Producer: Jonathan Pitcher
Stills Retoucher: Matthew Cox
Sound Engineer: Beau Silvester

Production Company: Revolver/Will O’Rourke
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Isabella Vitelli

Director (Film & Stills): The Glue Society
Stills Photographer: Anna Pogossova
DOP: Sean Ryan
Production Designer: Silvana Azzi Heras
Stills Retoucher: Jacob Ring
Post production: Carve and Stitch
Editor: Andrew Kristiaman
VFX: Paul Carlton, Andres Luco, Andrew Kristiaman
Colour/Grade: Matt Fezz


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.