RKCR/Y&R unveils its first work for Dreams, Britain's biggest bed and bedroom furniture retailer.
The campaign brings to life Dreams' mission to help everyone in the UK get a great night's sleep. It marks a significant shift in creative approach for the retailer away from its previous price-led campaigns and is the first of its kind for Dreams.
Shot in a warm, inviting light, the ad features a cross section of the nation turning their lights off, getting cosy and bedding down for a great night's sleep in their Dreams bed. The spot concludes by showing a Dreams employee turning off his own bedside lamp, while the end line reads: "We won't sleep till everyone’s in their Dream bed".
The ad was shot by Toby McDonald at Partizan, edited by Russell Icke at the Whitehouse. Visual effects were completed by The Mill.
The campaign is accompanied by an enchanting cover version of the song 'Hushabye Mountain' by the jazz singer Stacey Kent.
A series of accompanying promotional ads, shot in a similarly style, will support the campaign.
Dreams, which has more than 260 stores across the UK, appointed RKCR / Y&R to the account following a creative pitch in February 2011.
Mike Butler, the Marketing Director at Dreams, said: "Dreams has always offered great value and we now want to highlight our ability to match customers to their Dream bed".