Dreams - "Goodnight"

Y&R London

Y&R London London, United Kingdom

4497

Title	Goodnight
Agency	Y&R London
Campaign	Goodnight
Advertiser	Dream Plc
Brand	Dreams
Date of First Broadcast/Publication	2011 / 4
Business Sector	Home Furniture
Tagline	We won't sleep until everyone's in their dream bed.
Philosophy	The campaign brings to life Dreams’ mission to help everyone in the UK get a great night’s sleep. It marks a significant shift in creative approach for the retailer away from its previous price-led campaigns and is the first of its kind for Dreams. Shot in a warm, inviting light, the ad features a cross section of the nation turning their lights off, getting cosy and bedding down for a great night’s sleep in their Dreams bed. The spot concludes by showing a Dreams employee turning off his own bedside lamp, while the end line reads: “We won’t sleep till everyone’s in their Dream bed”. The ad was shot by Toby McDonald at Partizan, edited by Russell Icke at the Whitehouse. Visual effects were completed by The Mill. The campaign is accompanied by an enchanting cover version of the song ‘Hushabye Mountain’ by the jazz singer Stacey Kent.
Media Type	Television
Soundtrack	“Hushabye Mountain” performed by Stacey Kent
Account Director	Sally Nielson
Account Planner	Kate Nettleton
Production Company	Partizan London
Director	Toby MacDonald
Copywriter	Mark Waldron
Art Director	Dave Godfree
Executive Creative Director	Mark Roalfe