‘Tonight makes tomorrow’ Sheridan says in first work from TBWA
TBWA Sydney has released its first work for Sheridan since winning the account in July.
The new television and out of home ads featured the tagline ‘Tonight makes tomorrow’ with Lee Lin Chin fronting the homewares and bed linen retailer’s television commercial.
Sheridan’s new campaign is fronted by five Australian celebrities including surfer Otis Carey, fitness influencer Stephanie Claire Smith, singer Sam Margin, model Rosie Tupper and former SBS news reader Lee Lin Chin.
The retailer has used the celebrities to help show the ways in which their night time routines set them up for the next day.
Renee Awadalla, general manager of marketing, said in a statement: “We pushed for a campaign that talked to a new audience without alienating our current customer.
“We believe we have created a platform that not only re-energises our brand, but one that clearly positions our sheet’s superior quality and performance credentials as the secret to making the most of your tomorrow.”
The out of home executions feature the celebrities in Sheridan sheets in conjunction with a quote from each celebrity.
One of Sheridan’s out of home executions
“We feel like we know our heroes, but we know little about how they prepare at night to perform at their best tomorrow. These striking portraits give us an intimate look into the night time rituals of iconic Australian overachievers,” Andy DiLallo, chief creative officer at TBWA Sydney, added.
Credits:
- Sheridan
Group General Manager – Paul Gould
General Manager Marketing – Renee Awadalla
Marketing Communications Manager – Stephanie Maule
Brand Manager – Sara Wilson
Social Media Manager – Leigh Counsell
Sheridan GD Studio - Media Agency: OMD and NMPI
- PR Agency & Casting: The Arc Factory
PR Director – Rose Pengelly
Account Publicist – Bridie Alman - Creative Agency – TBWA Sydney
Chief Creative Officer – Andy DiLallo
Chief Strategy Officer – Matt Springate
Strategic Planner – Kathryn Claughton
Creative Director – Steve Hanzic
Creative Director – Nev Fordyce
Senior Designer – Chi Yusuf
Client Partner – Gemma Rees
Head of Production – Lisa Brown
Producer – Savannah Anseline
Director/Editor – Lachlan French
Sound Design – Beau Silvester - Photographer – Pierre Toussaint
Stylist – Kirstin Bookallil
DOP – Dale Bremner
Colourist/Online – Marcus Timpson
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Nice line. Could see some great social content coming out of this as well.
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Talk about squandering talent….just awful creative. And that male bogan voice-over….just perfect for a high-end product that is purchased by women.
It could be for anything – it says absolutely nothing about the specific attributes of the product, or even of the brand, being promoted and what makes it special.
Absolute rubbish that will do nothing for sell-through.
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