Millions of mattresses are illegally dumped in Australia every year. Stained and soiled, they’re a gut-churning problem for the streets. But a game-changing way to launch a mattress brand.

Lacking the budget to run billboards like our competitors, we created our own ‘Bed-verts’ from their products.

Using roving street teams, we located discarded mattresses and wrote bespoke copy condemning them as rancid and suggesting a better alternative from 10:PM.

Soon our mattresses received more attention than real billboards with +5 million impressions, reaching 75% of Sydney.

All for a $0 media budget.