Contenders at Cannes 2023: 10:PM – Bed-Verts | Howatson+Company

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background


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.

The Work

Want to be featured? Drop us a line: [email protected]

more contenders

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours