Image Credit : The Aesthetic, under the direction of Traffic, filmed and photographed the campaign.
Project Overview
Sealy Australia is among the best bed-makers in the world, committed to revolutionising sleep. Combining long-standing craftsmanship with the latest innovation, their deft hands lovingly oversee every detail of their luxurious top of the range, the Crown Jewel mattress. The result is a custom made bed that provides unparalleled quality, pressure relief, comfort and support – the very foundation required to rejuvenate the body and refresh the mind. With each bed made to order over 14 days by expert hand, it's the finishing touches that make all the difference. From beautifully embroidered labels to hand-tufted layers, hand-cut damask and flag-stitched corner wrap handles, Sealy’s artisans continually demonstrate generations of mastery and expertise.
Sealy required a campaign to distinguish their premium Crown Jewel line, engaging us to deliver the next stage in their brand journey.
Project Commissioner
Project Creator
Team
Andrew Begg - Traffic, Director / National Creative Director
Russell Pearce - Traffic, Design Director
Rachael Arbouw - Traffic, Design Director
Giulia Baldini - Traffic, Senior Designer
Marianna Drago - Traffic, Account Director
Sarah Wilson - Traffic, Public Relations Manager
Wade Ganzer - Sealy, National Marketing Manager
Ann Strini - Sealy, Brand Manager
Chantal Henderson - Sealy, Marketing Management Executive
Project Brief
Sealy Australia engaged us to revitalise the Crown Jewel brand and develop a new strategy to position them at the top end of the bedding market throughout Asia-Pacific.
Sealy pulled the covers back on the launch of its new luxury Crown Jewel range in January 2019, unveiling its new brand campaign which reinforces the story of the superior craftsmanship and bespoke tailoring that lies beneath this prestigious bed range.
The campaign, which includes both lifestyle and product films and was rolled out through print, social, digital, POS and experiential touchpoints, aims to elevate the importance of never compromising on perfection when it comes to sleep.
As a key deliverable of the client brief, the video execution, in particular, needed to position Crown Jewel as a superior choice amongst competitors, resonating with high-income earners and those who enjoy the finer things in life.
Project Innovation/Need
Sealy is a world-class organisation, placing a high level of importance on their brand image and communicating a credible, authentic and personable tone of voice. Driven by the brands' ethos which ensures every bed is a handcrafted work of art, tailor-made to the customer’s unique specifications and utilising the best in patented spring technology and materials, the new Crown Jewel brand work highlights the extensive process and people behind the creation of the perfect night’s sleep.
The campaign was shot across four locations in Australia including Sealy Australia’s brand factory in Brisbane, where we see our Sealy master craftsman take us through the delicate process of making a Crown Jewel. The video cleverly draws parallels between the Crown Jewel and a fine piece of jewellery.
The brand movie and campaign imagery, featuring model Claire Jones, were shot on location at Sydney’s Primus Hotel, chosen for the Art Deco and luxurious interiors which are mirrored in the Crown Jewel signature damask.
To emphasise the fine natural materials that make up every Crown Jewel, Traffic headed to the verdant Mayfield Gardens situated in Oberon in the Central Tablelands region of New South Wales for an outdoor shoot of the bed.
The end result was a beautiful campaign video showcasing the Crown Jewel – The signature of perfection.
Design Challenge
To resonate with the desired audience the video needed to communicate the technical features and in-depth process of making a Crown Jewel, whilst generating a strong desire and emotive appeal.
Further logistical challenges arose with the production of the video itself. Filming took place across four locations (across two states), within just a few days. Traffic’s Art Director and Producer were tasked with ensuring that lighting, treatment and talent/props were consistent across all four shoots, and worked seamlessly when edited into the final video.
Effectiveness
The end result was a beautifully constructed video that was edited for use across multiple platforms, including TV, digital and social. The script, visuals, lighting and treatment, as well as the talent and furnishings, all fell beautifully in line with the client brief and product positioning.
The campaign was launched across Asia Pacific and feedback has been hugely positive to date. With the client receiving encouraging messages from their distributors, and with website hits to the Crown Jewel product page exceeding expectations.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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