{"id":10717,"date":"2023-10-21T06:15:14","date_gmt":"2023-10-21T06:15:14","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/watch-dreams-unveils-4m-brand-campaign-starring-gillian-anderson\/"},"modified":"2023-10-21T06:15:14","modified_gmt":"2023-10-21T06:15:14","slug":"watch-dreams-unveils-4m-brand-campaign-starring-gillian-anderson","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/watch-dreams-unveils-4m-brand-campaign-starring-gillian-anderson\/","title":{"rendered":"Watch: Dreams unveils \u00a34m brand campaign starring Gillian Anderson"},"content":{"rendered":"

\"Retail<\/a><\/p>
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\"Dreams<\/div>\n

Dreams has unveiled a new \u00a34m multichannel brand campaign starring actress Gillian Anderson, entitled \u201cThink what a Dreams bed could do for you\u201d.<\/p>\n

The campaign comes under the bed retailer\u2019s longer term strategy to reinforce its position as a market leader, according to Dreams.<\/p>\n

The business developed the campaign alongside M&C Saatchi London, after appointing the company as lead creative agency in July.<\/p>\n

According to Dreams, the campaign is inspired by the fact that we spend about a third of our lives in bed, but often pay little attention to the role our mattress plays in sleep quality.<\/p>\n

The campaign aims to highlight \u201cthe incredible things sleep can do\u201d such as improving alertness and memory.<\/p>\n

In the launch advert, which features a 60-foot art installation made of mattresses, Anderson encourages viewers to question what they sleep on.<\/p>\n