10:PM is an Australian start up, selling Aussie-made eco-friendly mattresses to a younger audience (18-35). With no media budget, they briefed us to help launch the brand in a way that would drive fame and awareness.

Our solution was to hijack the millions of mattresses that are illegally dumped in Australia every year. Stained and soiled, they’re a gut-churning problem for the streets. But a game-changing way to launch a mattress brand. Lacking the budget to run billboards like our competitors, we created our own ‘Bed-verts’ - from their abandoned products. Condemning them as rancid and suggesting a better alternative from 10:PM.

A bespoke piece of copy was created for every abandoned mattress found that reflected the stains, smells and damage it displayed, as well as the personality and history of the suburb it was found in. A sarcastic, disgusted, and sophisticated campaign tone was developed to reflect the concept and subvert the boring, bland comms of competitor brands. The result is a set of ads which entertain, but also illuminate the public about the perils of hanging onto their seemingly hygienic mattress for too long.

Every Australian suburb has a distinct personality. Sydney’s iconic Bondi beach area for instance, is a haven for international backpackers who typically stay in hostels. With Bed-verts, we tapped into this, by turning a mattress dumped out a Bondi hostel into a community-specific long copy billboard, highlighting the amount of global dead skin from around the world hiding in its fibres.