Dreams has launched its first brand campaign since Replace Every 8 in 2015.
The Sleep Like Log campaign features the character of Log being introduced in a Dreams store where he extols the virtues of the Dreams range and the expertise of the staff, while a plethora of logs of all shapes and sizes demonstrate that Dreams has a bed for every kind of body, while Log passes on tips to improve sleep.
The work also includes a series of shorter films drawing on moments in Log’s routine in a bid to share useful sleep tips. Log swoons over delivery men arriving to assemble his new bed in ‘Assembly’, sets himself on fire accidentally whilst lighting candles to unwind before bed in ‘Candle’, and quits dating apps to have more peaceful uninterrupted sleep in ‘Smart Phone’.
‘In an increasingly competitive category – and one where there has previously been little disruption and differentiation – we knew we need to be bold and bring something very different to market. Everyone knows the old adage “I slept like a log”, but the reality is far too many people are not sleeping well enough and not getting the physical and mental benefits of a great night’s sleep. For us it was simple: drive brand affinity by doing sleep education, but do it differently,’ says Simon Moore, Dreams director of marketing.
‘Consider Log the ultimate sleep expert. He’s simply an enthusiastic Dreams and sleep fan that wants to share everything he knows about slumber in a witty and memorable way. We look forward to seeing everyone’s reactions and hope Log will get across the important message that “sleep matters” so that it will help more people sleep like Log,’ says Kelly Davis, Dreams head of marketing communications.
The campaign will run on TV including idents on All4, and online. Stores will feature life size models of Log.
