The campaign also aims to target the issue of ‘millennial irrelevance’ to the brand’s category and entice younger generations.
McCann Queensland’s latest work aims to rejuvenate Queensland bedding retailer Pillow Talk in a ploy to make the brand stand out in an increasingly competitive category.
Called For the Love of Comfort, the campaign demonstrates new interior design, new signage, new store layout and wayfinding and new brand films that aim to articulate the depth and breadth of what comfort means to both the brand and their consumers.
The campaign is extended further from the storefront transformation with a TV campaign featuring various Pillow Talk staff.
The 60-second spot argues that comfort is unique to everyone and it is that uniqueness that Pillow Talk understands.
“Comfort. It’s such a simple and humble idea that stretches the breadth and width of humanity,” says Pillow Talk general manager Kate Spencer.
“I’m so very proud that at Pillow Talk we can celebrate such a universal human need with the conviction and authenticity that a subject of this importance deserves.’
McCann Queensland executive creative director Benjamin Davis says: “If you’re going to talk about comfort with any sense of authenticity, you’ve got to talk about more than just lying down on a bed.
“Comfort is so much more than that. It’s emotional. It’s memory. It’s everything that’s true… and it’s true that it’s different for everyone.”
