Sheridan drives sustainability by making tomorrow beautiful

23 July 2019

Creative Agency: TBWA Sydney

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TBWA\Sydney has created a campaign which transforms Sheridan’s luxury bed linen into highly detailed replicas of iconic natural landscapes.

Australian homewares brand Sheridan has announced new sustainability efforts to help drive greater accountability in the industry.

The move, which targets a set of key operational, environmental and social measures, coincides with the launch of a new creative campaign in partnership with TBWA\Sydney.

“The creative campaign celebrates a pivotal milestone in Sheridan’s corporate evolution,” says Paul Bradbury, CEO TBWA Australia & New Zealand.

“Our campaign is a beautiful reflection of the rising tide of sustainability consciousness in Australia.”

The campaign Make Tomorrow Beautiful produced by TBWA\Sydney, Revolver/Will O’Rourke and The Glue Society transforms Sheridan’s luxury bed linen into highly detailed replicas of iconic natural landscapes.

Each visual represents the diverse parts of nature which needs protection, while demonstrating Sheridan’s commitment to creating products that sustain and support the beauty seen in nature.

From Australia’s Great Dividing Range to the world’s perilous glaciers, the imagery of the campaign encourages people to think twice about the image itself and their shopping behaviours.

“Photographed on set at The Glue Society Studios, the team did a remarkable job transforming sustainable fabrics into effortless artistic symbols for sustainability,” says Andy DiLallo, chief creative officer TBWA\Sydney.

Sheridan has committed that 100% of its consumer packaging will be reusable or recyclable by 2025 and that every new Sheridan product will be designed to consider end-of-life by 2025.

The company’s product range will also increase to include more sustainable fibres and more responsible production processes in 2020.

“We believe a tipping point has been reached in terms of global sustainability efforts, and enlightened brands are embracing positive change,” says Renee Awadalla, GM marketing, Sheridan Australia.

To date, Sheridan has diverted over 40 tonnes of textiles from landfill and eliminated 100 tonnes of cardboard from the business over the past 12 months.

“Sheridan is taking action and proudly playing our part in order to make a real difference. We’re actively working towards reducing the environmental impact in everything we do; from our raw material and manufacturing process choices to how we package our products”. Said Paul Gould, group general manager, Sheridan Australia.

In February 2019, Sheridan launched an instore recycling program which will be rolled out to all Sheridan stores by August 2019.

Since the launch, over 3,150kg of pre-loved bed linen and towels have been donated by customers. In September 2019, a tea towel made from recycled yarns will be offered in stores.


Brand: Sheridan Australia
Group General Manager: Paul Gould
General Manager, Marketing: Renee Awadalla
Senior Marketing Manager: Stephanie Maule
Brand Manager: Sara Wilson
Social Media Manager: Leigh Counsell
Sheridan Marketing and Graphic Design Dept.

Creative Agency: TBWA\Sydney
Chief Creative Officer: Andy Dilallo
Creative Director: Nev Fordyce
Creative Director: Steve Hanzic
Art Director: Andrew Torrisi
Managing Partner: Gemma Rees
Business Director: Alexandra Stickler
Strategic Planner: Kathryn Claughton
Senior Integrated Producer: Jonathan Pitcher
Stills Retoucher: Matthew Cox
Sound Engineer: Beau Silvester

Production Company: Revolver/Will O’Rourke
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Isabella Vitelli

Director (Film & Stills): The Glue Society
Level 3 137 Pyrmont Street \ Sydney \ NSW \ 2009 \ Australia \ +61 2 8584 5500 \
Stills Photographer: Anna Pogossova
DOP: Sean Ryan
Production Designer: Silvana Azzi Heras
Stills Retoucher: Jacob Ring

Post production: Carve and Stitch
Editor: Andrew Kristiaman
VFX: Paul Carlton, Andres Luco, Andrew Kristiaman
Colour/Grade: Matt Fezz

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