Debussy’s Clair de Lune and a marked lack of beds represents a big change in advertising tone and strategy from the product-driven ‘Wink, wink, Forty Winks!’ but that’s where bedding retailer Forty Winks is heading with the launch of a new brand campaign – the most significant in its history, it says.

The campaign captures ‘the great unrested’, offering a wistful view of sleep and rest. Forty Winks vows not to rest until the great unrested are fast asleep in their perfect beds. It said in a release:

The campaign explores those moments in each of our lives where sleep is elusive, yet longed for. The premise of the great unrested is showcased by the night owls, those that have trouble winding down and switching off, and those that need to work through the night.

Exploring the yearning we each have to rest, and the range of reasons that prevent us from crawling into a comfortable bed, Forty Winks have tapped into our universal desire to rest and recover in a world that doesn’t want us to slow down.

According to Annie Price, creative director of agency McCann, the brand position captures the values and commitment of the store owners. The idea was the outcome of a series of workshops with store owners that asked the question: ‘what do we stand for?’

Price says the campaign process was one of the more creative and collaborative of her advertising career. “The goodwill, trust and collaboration that developed over the past year is a reflection of the company ethos. Store owners are genuinely committed to helping their customers get good night’s rest,” she says.

Forty Winks CEO James Hayward says the new direction is reflective of the company’s aim to change lives through a better night’s sleep. “The team at Forty Winks are passionate about our positioning and are 100% committed to this cause.”

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