Aussie overachievers star in Sheridan’s ‘Tonight Makes Tomorrow’ campaign via TBWA\Sydney
To celebrate the virtues of a quality night’s sleep, Sheridan has partnered with five of Australia’s most talented overachievers to give us an intimate insight into how they prepare for their tomorrow in its latest campaign via TBWA\Sydney.
Rising stars – indigenous artist and surfer Otis Carey; and fitness entrepreneur Stephanie Claire Smith – are joined by recently married and proud new parents, singer Sam Margin (‘The Rubens’) and international model Rosie Tupper; along with SBS veteran and cult icon Lee Lin Chin.
Their routines were more surprising than most would assume. Chin stays balanced by reading Shakespeare for an hour in bed every evening, ahead of waking up early each morning for yoga. And Carey switches off his phone at 6pm, leaving it in the kitchen drawer, before prioritising family time with son Lenny, so he can get up early to surf. This ritual combined with Sheridan sheets is clearly a winning combination.
Sheridan are proud to be leading the way in a rational category dominated by talk of thread count and price with a refreshing approach.
Says Renee Awadalla, GM of marketing, Sheridan: “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.”
Says Andy DiLallo, CCO, TBWA\Sydney: “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.”
The campaign includes OOH in Sydney and Melbourne as well as a series of 30, 15 and 6 second online content featuring each of the talent and PR.
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
18 Comments
https://www.youtube.com/watch?v=tF_VrPgXEik
You guys accidentally released the one with the guide read on it.
aaaaaah – not really.
What I think of the work aside…
Up and go gets you out of the bed in the morning does not equal….
A good night’s sleep helps you overachieve.
That was awful. The VO painful. And I had no idea who the people even were until I read the release. No DOP or director and it shows. In-house and nasty for a major Australian brand.
Was this the mood film they made for the client and didn’t bother making an ad?
Generic shots, corny music and terrible voiceover would suggest so.
Andy is paid a lot of money. How long can this continue?
You’re taking it too literally.
I think it was a comment about the creative output, not the strategy.
But then again, the strategy is the creative output, so who knows?
Ahh (sigh), he usual TBWA haters… Don’t listen to ’em, this is good. Particularly for sheridan.
Can’t you do anything in life with having to achieve? And no more women punching bags please.
Love this, congrats all
Beautiful – nice one Nev & Steve
Never heard of any of them, apart from the ambassador for Uber Eats and countless other brands.
What you have here is a social media strategy masquerading as a tv commercial. Niche influencers don’t work for mass market audiences.
Aaaahhhhh.
That’s horrible. Looks like $30k worth of production featuring a list of influencers with no obvious link to achieving tomorrow. Well thought through guys.
This would be fine if it came out of a three person agency. But not when everyone’s highly paid and there’s layers of leadership involved.
Games up for big agencies.
I’m no art director, but is the Sheridan type not centred at the end?
This Looks like what it is. Online social content, produced in-house on a shoe string.
Strong platform, “Tonight Makes Tomorrow.”
Stand out OOH. Simple, iconic, and insightful. Not bad for bed sheets.
At best it’s a mattress campaign,but not as good as Forty Winks do.Ordinary.Like their choice of talent.
WOO-AH. This is really different. We could never have gotten away with this a few years ago. good on these new peeps for doing something unique. for once its not about their shit product but something a little cooler.