KATIE
DOLAN
Louise
Advertising Student
LONGBEDS
The aim of this brief was to create stronger brand awareness for Longbeds, which should be accomplished through the use of multiple advertising platforms. Further to this, it must make Longbeds the go-to place for people who require a longer or
bigger bed. Our concept focused on dreams and benefits. Firstly, we looked at images of different sleeping positions
to give us an indication as to the type of positions people choose to sleep in. We looked at a position and each
decided what the position could be construed as. For example, one position looked like somebody on a zip
wire, from a different perspective it was interpreted as a superhero or someone on monkey bars. After
collating multiple ideas, we collectively decided on the most relevant interpretation, therefore in this
situation we opted for the superhero scene. For the appearance of this campaign we chose to use
photography and then use white illustrations as an overlay, with the illustrations symbolising
what was going on inside the individual’s head whilst dreaming.
BILLBOARD
LUXURY PRESS
Our client informed us that many people have their sleep disrupted as a result of: turning over 80 times during a night, feet overhanging the bed and becoming cold, alongside mattresses causing back problems. Therefore, we wanted to push the idea that by having a bigger bed, you sleep for longer, increasing your chances of dreaming about bigger and better things. The first position was construed as a person relaxing on a lilo
whilst in a pool on holiday, a dream that most people are likely to have at some point during their lives.
This position was interpreted as a rocket flying into space; consequently we based it around the dream of going into space or landing on the moon. For this piece, we decided to print the original image in a magazine without any logos, headings or illustrations. We then printed these elements onto clear acetate. As the audience reads the magazine they will think it is just an image of a bed, only when they pull the acetate over the page will the realise our intention. The caption ‘where dreams are made’ is suggesting that dreams come alive when Longbeds in brought into the equation.
METROPOLE
WEB BANNER/ADVERTS
For the last dream we chose the feeling of being a superhero flying through a city, this would be situated alongside our first benefits concept. The benefits concepts focus on the reasons why it’s better to have
a bigger bed. This idea concentrates on a woman in bed dancing. Many people wriggle and squirm
during a night’s sleep, thus this poster symbolises that thanks to Longbeds you have more room
to dance and move around in the bed.
The ‘starfish’ is a common position that many people opt to sleep in and is often talked about on social media, so we felt it had to be included within the campaign. Not only do the company produce longer beds but they also make their beds wider, hence giving people more room to starfish, without their hands and feet hanging over
the edges of the bed. The last benefit was based around a couple in bed together. Due to the amount of
times people turn in a night, couples often end up with their partner’s knee in their back or fist in their
face. We purposely drew this illustration without making any parts of the couple touch one another
to suggest that by having a bigger bed there will be no more fights during the night. To finish off
the campaign we collected the illustrations from several parts of the campaign and produced
them into a banner advert for the Longbeds website. Each illustration would lead to a page
that discusses a certain element of Longbeds such as: width, length, comfort and offers.
