Dreams has revealed a new brand campaign, created by creative studio Uncommon, and fronted by a new inanimate spokesperson, Log – "the ultimate sleep expert".
The Sleep Like Log campaign is the first brand campaign from Dreams since its category-driving Replace Every 8 campaign, back in 2015. The irreverent new campaign, directed by Arts & Sciences' Adam Brodie and Dave Derewlany, aims to bring humour to the category while helping the country improve the quality and quantity of its sleep.
As well as commercials, the campaign includes an extensive series of shorter films, as well as in-store and online activations.
Simon Moore, director of marketing at Dreams, says: “Dreams is the market leader, but in an increasingly competitive category – and one where there has previously been little disruption and differentiation. We knew we needed 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."
Kelly Davis, head of marketing communications at Dreams, adds: “Dreams are all about sleep expertise, so consider Log the ultimate sleep expert. Log doesn’t work for Dreams per se. 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 #sleeplikelog."
As part of the creative, Dreams has also produced new product adverts using virtual production technology, a more sustainable filming option that limits the need to travel or source materials for sets. Dreams says it is the only UK retailer to leverage this technology in an advertising campaign.
Media planning and buying will be executed by Havas Media, with activity running across TV, BVOD, PVOD, audio and social channels from today. Dreams will also run a number of exclusive idents on All4, and a number of assets have been created to support the in-store experience, website and social platforms, including 3D-printed life-size models of Log.
The Sleep Like Log campaign aims to deliver on Dreams' mission of Better Sleep for All, which has previously included a strategic partnership with Team GB and ParalympicsGB, with the brand as the official sleep partner.