Set to a soundtrack of Moloko’s song Pure Pleasure Seeker, it aims to show the “feel-good positivity” of sleeping well. It sees a sloth bursting into dance after a good night’s sleep on an Eve bed. The creative moves Eve away from its previous focus on product function to talk more about brand and the feeling of having a good night’s sleep, although the Eve mattress still features prominently. Shine’, and will make Eve feel like a “very big, public brand”, according to Calverley. The campaign features a new endline, ‘Rise. That is key for Eve, which amid mounting competition in the mattress market is going from being a “mattress in a box to a bed, bedroom and sleep wellness business”. The campaign, from brief to launch, took around three months to complete and also marks the start of a new positioning around sleeping well. Once we got there we had the confidence that we could probably do a different model, we didn’t need to go and do the support of a full agency model.” And when that was right, it felt good, clear and solid, and getting to a creative brief was fairly straightforward. “I have a colleague who I have worked with for a long time who helped us with the strategy. So we took a slightly different approach,” Calverley tells Marketing Week. “We knew we would need to work with people who had done brilliant advertising before, but we also knew that it was going to be challenging to do that with our budget and in the time frame in the UK. For example, she worked with one person, an old colleague, on marketing strategy, production company Arthur and Martha, directors Outsider and media agency Goodstuff. The set-up saw Calverley work with individuals across different agencies on an ad-hoc basis. 6103(b).Eve has eschewed the usual agency model for a more flexible approach to create its first major brand campaign since its CMO Cheryl Calverley joined at the start of the year. **If a holiday falls on a Saturday, for most Federal employees, the preceding Friday will be treated as a holiday for pay and leave purposes. (See Section 3(a) of Executive Order 11582, February 11, 1971.) See also our Federal Holidays – "In Lieu Of" Determination Fact Sheet at. 6103(b).) If a holiday falls on a Sunday, for most Federal employees, the following Monday will be treated as a holiday for pay and leave purposes. Though other institutions such as state and local governments and private businesses may use other names, it is our policy to always refer to holidays by the names designated in the law. *This holiday is designated as "Washington’s Birthday" in section 6103(a) of title 5 of the United States Code, which is the law that specifies holidays for Federal employees. **This holiday is designated as "Washington's Birthday" in section 6103(a) of title 5 of the United States Code, which is the law that specifies holidays for Federal employees. Federal employees in the Washington, DC, area are entitled to a holiday on the day a President is inaugurated on January 20th for each fourth year after 1965. *This holiday is designated as "Inauguration Day" in section 6103(c) of title 5 of the United States Code, which is the law that specifies holidays for Federal employees. **This holiday is designated as "Washington’s Birthday" in section 6103(a) of title 5 of the United States Code, which is the law that specifies holidays for Federal employees. *If a holiday falls on a Saturday, for most Federal employees, the preceding Friday will be treated as a holiday for pay and leave purposes. Voluntary Separation Incentive Payments. ![]() Recruitment, Relocation & Retention Incentives.Federal Labor-Management Information System. ![]() ![]() Federal Workforce Priorities Report (FWPR). ![]()
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