Background
Launched in Australia in 1969, Sealy Posturepedic has become a household name that is dedicated to making high quality mattresses for 50 years. Developed and handmade in Australia with over 8000 hours spent testing each prototype, Sealy has time and again proven themselves as an industry leader. Traffic was tasked with creating a campaign for the launch of Sealy’s newest and most premium mattress yet, Haynes. The campaign needed to speak to the artistry behind the technologically advanced design systems behind the mattress.

Strategy
The Haynes brand required a unique campaign in order to speak to its bespoke design, something that reflected the artistry behind the craftsmanship and marked it as the frontier in premium sleep suites. Traffic created a brand identity for Haynes designed to elevate the mattress as an object of art. With an elegant logo mark and refined colour scheme, the Haynes brand truly captures the identity of Sealy’s top tier mattress.

Solution
Challenged with the need to appeal to a sophisticated international audience the campaign was boldly centred around a metaphoric principle that the mattress is, as the craftsmanship and design detail suggests, an artwork. The campaign spoke to the target audience through visual artistry that honed in on the authenticity, sophistication, elegance and international luxury that Haynes represents.