DREAMY

THE ASK

A marketing campaign for a mattress company titled “Dreamy.” The campaign is launching an app that matches their customer’s weight, height, and age specifications with a perfect mattress and can split it with that of their partners if they need to make a custom order. The voice actor has been adapted to sound cartoonish and cutesy and the design should reflect a sweet, approachable, and sleepy individual. Brand Slogan: Dream Better

THE APPROACH

The character is a sweet, approachable, and sleepy baby/young cow that reflects the cute cartoonish voice actor that the brand has chosen for the new campaign. The cow has rounded edges, a chubby body, big lopsided ears, and big dopey eyes that lend a cute and sweet countenance without being too childish. Rounded shapes are softer, friendly, casual, and approachable reinforcing the brand’s keywords in their campaign. The cow is designed in the grey of the chosen brand colour as well as black and white. While its eyes, ears, tail tip, and hooves match the blues of the brand and logo creating a unique character that belongs to the Dreamy brand, creating relatability to the wordmark and cohesion in the brand identity. The rigging of the character itself reinforces the character’s look and intentions, giving him a young and playful energy. The cow is situated in a night sky reinforcing the dream-like quality of the scene. The cow becomes sleepy after speaking the campaign audio “I can’t stop dreaming about you.” The scene then zooms out to reveal someone asleep in bed in their bedroom with the night sky seen through the window.  The scene highlights all of the items the campaign is hoping to showcase: a bed and mattress, a night sky/scene and references a dreamscape of some kind. The bedroom is decorated in the brand colours further creating cohesion in the scene and also lending the scene a night time aura. The bedroom scene plays on selected items of the nursery rhyme of ‘Hey Diddle Diddle’ where the cow is associated with the moon relating to all audiences, this acts to reinforce the dreamscape of the scene. It also alludes to dreams and their slogan of ‘Dream Better’. The scene fades out to the grey brand colour further creating a ethereal dreamscape where the clip reveals the brand wordmark and the brand slogan featured in the brand colours drawing a conclusion to the animation.