10:PM / Australia / 2023OOH · PR Stunts
Bed-Verts.
10:PM turned discarded mattresses into billboards for a new mattress brand.
- Brand
- 10:PM
- Agency
- Howatson+Company
- Market
- Australia
- Region
- Global
- Year
- 2023
The challenge
How can a small mattress startup reach millions without big-media spending.
The idea
Howatson+Company turned illegally dumped Australian mattresses into guerrilla billboards, amplifying a startup’s message through physical waste.
Case study source: Branding in Asia Source ↗
Awards
- Cannes Lions 2023Outdoor – D04 SPECIAL BUILDBronze
Credits
- Brand
- 10:PM
- production
- Scoundrel
- director
- James Dive
