A.H. Beard, the 123 year old Australian made and owned bedding company has launched its new national brand campaign showcasing the meaning and importance of Premium Sleep.
The campaign was created by creative agency Head and Heart and Premium and shot at award-winning architectural home Dovecote.
The campaign invites viewers to rethink how we view sleep. A calming voice rebuffs the popular ideas that “there’s no substitute for hard work”, “if you snooze you lose” and that “success doesn’t happen overnight.” A.H. Beard shows the opposite to be true, where consistent, restful and rejuvenating Premium Sleep unlocks the best version of yourself.
According to the Sleep Health Foundation, up to 45% of Australians aren’t getting enough sleep with 20% suffering from symptoms of insomnia, a sleep disorder highly correlated to mental health disorders like depression and PTSD.
Tony Pearson, CEO of A.H. Beard said: “We spend over a third of our lives asleep, yet as a society we’re challenged with inadequate sleep, and it's costing Australia $66.3billion a year. We have 123 years of experience in the business of sleep and we’re intimately aware of the immediate and long term health impacts sleep has on the body and mind.
Sleep is the most critical recovery period, so extensive research and consideration goes into each handcrafted A.H. Beard bed where the form, function and origin of materials is selected for their ability to help achieve the most consistent, restful and rejuvenating sleep.
"Over the past two years we have worked with our strategic partner Premium, to understand the desires of the high elective spending consumer, and the trend towards sleep as a core pillar of their wellness regime. Our masterbrand strategy places Premium Sleep at the heart of everything we do to deliver our long held vision to improve lives through better sleep”.
Rachel Beard, Sleep Wellness manager of A.H. Beard’s Sleep Wellness Centre said: “Compared to exercise and nutrition which takes physical effort, sleep is something that few people actively think about.
"Good quality sleep takes effort and a deeply personalised approach so A.H. Beard’s Sleep Wellness Centre provides resources to understand the health benefits of sleep. Sleep is the super power we need to reach our goals and live our best life, and so our centre’s free online sleep wellness program is a commitment-free platform to help people improve their life through better sleep."
Credits:
Client: A.H. Beard
Strategy Agency: PREMIUM
Creative Agency: Head & Heart
Creative Director: Justine Metcalfe
Copywriter: Peter Vierod
Art Director: Anna Short
Creative: Bettina Clark
Director: Justine Metcalfe
Producer: Tanja Perl
Media Agency: MediaHub
PR Agency: Sling & Stone
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