[WLD23]

Key Dates

01 Mar 2023 -Launch Deadline
30 Apr 2023 -Standard
18 May 2023 -Extended Deadline
24 Nov 2023 -Judging
30 Dec 2023 -Winners Announced
Thursday, 18 December 2025 21:18 local time

Sealy Posturepedic- Haynes

SEALY OF AUSTRALIA / Traffic | Film or Video


 
Image Credit :



Project Commissioner

SEALY OF AUSTRALIA

Project Creator

Traffic

Project Overview

Traffic was tasked to develop a new ultra-luxury brand for Sealy Australia to fill the Ultra Luxury of the Sleep market in Australia and internationally.
Haynes "One of a kind"
Combining flawless design, world-leading technology, unique through tufting and world-class craftsmanship, every mattress is individually tailored to deliver unrivalled quality, durability, comfort and strength. Exceptional in every detail, Haynes Sealy Posturepedic® rests above all else.

Team

Traffic Sydney Andrew Begg Creative Director Russell Pearce Design Director Bridgette Harbrow Senior Account Manager Mike Williamson Creative Director CGI Mister Renee Cooper Senior Producer CGI Mister

Project Brief

Traffic was tasked with creating a new brand and campaign to launch Sealy’s newest and most premium mattress yet, Haynes. The work needed to speak to the artistry behind the technologically advanced design systems behind the mattress. Each matterase is tailored to its owner, so no two beds are the same The definition of absolute luxury. Haynes "One of a Kind."

With its superior craftsmanship, technology, and bespoke solutions, the Haynes range fills the gap for clients in the super-luxury market. Every detail has been meticulously considered and no expense spared to create mattresses that outperform from their very foundation.
The culmination of over 100 years of innovation and personalisation, Haynes is one of a kind, and second-to-none.

Traffic Services:
Brand Strategy & Positioning
Brand Name and Identity
Hero Brand Imagery.
Brand Film
Social media and digital assets
Store Design (David Jones Sydney)
Product Development
Brand Campaign

Project Innovation/Need

The new Haynes bed system was built from the ground up. Traffic was part of the design team from day one, assisting with not only the brand creation but the product itself.

The Brand Film and hero images including the architectural design of the gallery's external shape, inspired by the Haynes logo, and every space within the gallery, including our female protagonist's journey through the Sealy Gallery, were all computer-generated.

The CGI film was designed to showcase the flawless design, world-leading technology, unique through tufting and world-class craftsmanship, every mattress is individually tailored to deliver unrivalled quality, durability, comfort and strength.

Design Challenge

Our clients are discerning and extremely affluent, our clients are those who can afford and demand nothing, but the very best life has to offer. Bespoke luxury, exclusivity, enduring quality, cutting-edge technology & exemplary personal service make Sealy Posturepedic® Haynes the finest on offer, precisely what our exacting audience seeks.

Sealy Posturepedic® Haynes is the epitome of luxury. Individually made to order, every mattress is bespoke – customised to each client’s requirements and personalised toppers for their unique comfort needs.
Rigorous in every detail – design, materials, innovation, craftsmanship and service, the result is a sleep so personal, so luxurious, every waking
moment is more rejuvenated.

Effectiveness

Sealy Posturepedic® Haynes purchasers are extremely discerning: they expect the very best. As such, the range will be distributed solely to luxury retailers capable of a sophisticated shopping experience. Selected showrooms will
be offered the opportunity to showcase our bespoke client solution in their stores.

Launched in David Jones Sydney City Store as a test market in the middle of Covid19, the brand a been an incredible success story and is now being rolled out internationally.


Film or Video

This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values.  Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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