Dreams 'goodnight' by RKCR/Y&R

Dreams, the beds specialist, has unveiled its first brand building campaign, the first work since it awarded its ad account to Rainey Kelly Campbell Roalfe /Y&R.

The campaign is a significant shift away from Dreams’ previous price-led approach and features a cross section of the nation settling down for the night in their Dreams bed.

The ad closes with a Dreams employee turning off his bedside lamp with the end line "We won’t sleep till everyone’s in their dream bed". The soundtrack is a cover version of the song ‘Hushabye Mountain’ by the jazz singer Stacey Kent.

A series of accompanying promotional ads, shot in a similar style, will support the campaign. The copywriter was Mark Waldron  and the art director was Dave Godfree. The ad was directed by Toby McDonald through Partizan and edited by Russell Icke at the Whitehouse. Post production was by The Mill with audio post production by Zoo Studios.