RKCR/Y&R, London Follow Update

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Dreams - "Good Morning" - RKCR/Y&R

  • Good Morning
  • Dreams
  • Dreams
  • RKCR/Y&R
  • United Kingdom
  • Good Morning
Product CategoryOthers
Date of First Broadcast/PublicationJune 2, 2011
Media TypeTelevision & Cinema
Awards London International Awards - LIA, 2011 (Bronze Winner) for Music Adaptation
Production Company Partizan London
Creative Director Mark Roalfe
Art Director Dave Godfree
Copywriter Mark Waldron
Planner Jeremy Poole
Account Director Jeff Crowe
Account Manager Matthew Taylor

Concept

‘Good Morning’ is a comforting, beautiful and engaging sequel to ‘Good Night’, the brand’s re-launch campaign earlier this year.

The campaign seeks to strike an emotional chord with consumers by demonstrating the importance of finding the right bed to ensure a great night’s sleep. The ad aims to showcase to consumers that whoever they are, no matter what their individual needs or style, Dreams is dedicated to finding everyone their perfect bed.

Whereas the first film focussed on a good night’s sleep, ‘Good Morning’ beautifully captures the essence of that morning feeling – the reluctance to wake up and leave a warm and comfortable bed. Shot in dream-like soft focus the film creates a sense of intimacy between the beds and the people in them. With a summer lights vibrancy and energy we get a glimpse of private morning worlds, personal to everyone.

This phase, as well as acting as a brand campaign, will also contain three promotional executions which will showcase the products in Dreams’ biggest ever sale.