Special unveils its first Sleephead creative

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Special Group has created a new campaign for the NZ Comfort Group’s luxury Sleepyhead Sanctuary bed range.

The campaign spans TV, print, digital and point-of-sale and aims to bring to life the luxury of the great night’s sleep that’s possible in a premium bed.

This is Special Group’s first work for the Comfort Group following a pitch win earlier this year. “The Comfort Group is a remarkable New Zealand success story,” said Special Group managing partner Michael Redwood.

“They also have a strong share of the Australian market so they are a great fit for Special’s Transtasman offering. We’ve loved working with a team who wanted a fresh approach to the category.”

A collaboration with upscale lifestyle magazines (Mindfood in NZ, Harper’s Bazaar in Australia) then took the campaign concept further, with a specially commissioned editorial fashion spreads featuring a sleeping model in a range of leading designer wear.

Mindfood features an eight-page editorial spread in the Spring/Summer edition – led by editor Michael McHugh, with photography by award-winning NZ photographer Stephen Tilley. “The high fashion shoot was the perfect way to showcase the new luxury Sanctuary range,” said Sleepyhead marketing manager Warren Roach.

New cinematic quality, 15 and 30 second TVCs, directed by Derek Henderson – a Kiwi photographer with a global portfolio – was filmed in Sydney, and explores the moment before sleep, “and,” says the blurb, “the moment when a young woman slowly wakes; forgetting about the worries of yesterday and unaware of those to come … she glides out of bed, feeling vitalised and refreshed, ready to take on her day”.

Adding weight to the campaign, is a competition draw with tickets to New York Fashion Week 2017 as a prize.


Client: Sleepyhead
Marketing Manager: Warren Roach
Creative: Special Group
TVC Director: Derek Henderson
Media & PR: Lassoo Media & PR
Mindfood Magazine: Michael McHugh

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