Creature beat BMB in a pitch for the brief to create an integrated campaign this year. St Luke’s pulled out at an earlier stage. Cheetham Bell was the incumbent.
Dreams, which increased its profit forecast in September last year to £18 million for 2015, is spending £20-25 million on the activity. Its chief executive, Michael Logue, credited last year’s campaign urging people to change their mattress every eight years with helping to lift sales.
Dan Shute, Creature’s managing partner, said: "There comes a time in every agency’s life when you’ve got to grow up and get yourself a big retailer. In Dreams, we’ve found not only a big retailer but a brand and a bunch of people committed to making groundbreaking work."