Howatson+Company and 10:PM turn abandoned mattresses into media

30 March 2023
 

Creative Agency: Howaston+Company

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"Dumped mattresses became the perfect vehicle to help 10:PM disrupt the category."

More than 1.8 million bacteria-laden, skin-cell-infested mattresses are illegally dumped in Australia every year. Together with Howatson+Company and director James Dive, mattress startup 10:PM has turned several of them into guerrilla billboards.

Each execution exposes the condemning, rancid stories held within the fibres of competitor’s products. A stark contrast to 10:PM’s Aussie-made, microbe-neutralising mattresses.

Targeting inner-city Sydney suburbs, the 10:PM team located discarded mattresses and wrote bespoke long copy about each one, condemning them as rancid and suggesting a new, better alternative from 10:PM.

These messages were converted into mattress-sized stamps, one judgemental letter at a time, before the team installed the ‘bed-verts' in the same locations they were found.

The mattress billboards have taken curious onlookers by surprise. Exposing a global gathering of dead skin particles in Bondi backpacker-land, an underground swinger scene in affluent Watson’s Bay, a queen who partied too hard in Pride capital, Darlinghurst, and more.

Harrison Reid, founder of 10:PM, said: “We’re stoked to be working with Howatson+Company to launch 10:PM. As a startup we don’t have the media budget to reach millions of people like our competitors, so we used dumped mattresses to our advantage to create buzz and engagement, as well as reach people. 

Doug Hamilton, creative director at Howatson+Company, said: "This campaign takes advantage of an amazing free media that thousands of us walk past every day.

"With some loving craft and cheeky copy, our competitor's old, soiled, dumped mattresses became the perfect vehicle to help 10:PM disrupt the category, and make anyone who sleeps, reconsider the state of their current mattress."

The campaign runs across out of home, social channels and PR.

 

Credits:

Client: 10:PM

 

Agency: Howatson+Company

Founder/CEO: Chris Howatson

MD: Renee Hyde

Executive Creative Director: Gavin Chimes

Creative Directors: Michael Kleinman and Doug Hamilton

Art Director: Raff Gandrabur

Copywriter: Zoe Finkelstein

Design Director: Ellena Mills

Chief Strategy Officer: Dom Hickey

Group Business Director: Katy Ward

Business Director: Sasha Thariani

Head of Production: Holly Alexander

Senior Editor: King Yong

Senior Account Director (PR): Melinda Durston

PR Executive: Millie Clout

 

Production Company: Scoundrel

Director: James Dive

Executive Producer: Adrian Shapiro

Producer: Charlie Taylor

DOP: Jordan Maddocks

 

Music & Sound: Heckler Sound 

Composer: Johnny Green 

Sound Designer: Dave Robertson 

Executive Producer: Bonnie Law 

 

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