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Dreams - Good Morning

Client: Dreams
Brand: Dreams

Rainey Kelly Campbell Roalfe/Y&R launches its second TV campaign for Dreams, Britain’s biggest bed and bedroom furniture retailer. ‘Good Morning’ is a comforting, beautiful and engaging sequel to ‘Good Night’, the brand’s re-launch campaign earlier this year.

The campaign seeks to strike an emotional chord with consumers by demonstrating the importance of finding the right bed to ensure a great night’s sleep.  The ad aims to showcase to consumers that whoever they are, no matter what their individual needs or style, Dreams is dedicated to finding everyone their perfect bed.

Whereas the first film focussed on a good night’s sleep, ‘Good Morning’ beautifully captures the essence of that morning feeling – the reluctance to wake up and leave a warm and comfortable bed.  Shot in dream-like soft focus the film creates a sense of intimacy between the beds and the people in them. With a summer lights vibrancy and energy we get a glimpse of private morning worlds, personal to everyone.

This phase, as well as acting as a brand campaign, will also contain three promotional executions which will showcase the products in Dreams’ biggest ever sale.  

Dreams also continues to use music as an integral part of its communications. This track is a new and touching cover of Bob Marley’s ‘3 Little Birds’, recorded especially for Dreams by Renee & Jeremy.

Mark Roalfe, Chairman of RKCR/Y&R says ‘we wanted to bring to life that lovely laid back feeling when you first wake up and are struggling to get out of your comfy Dreams bed.’

Mike Butler, Marketing Director at Dreams says ‘This campaign beautifully captures the pleasure of sleeping in, as well as reiterating that we offer fantastic value, style and comfort at Dreams, and can help everyone find their perfect bed.’

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