Sealy Crown Jewel

Inspired by heart, made by hand.

Background
Sealy Australia are among the best bed-makers in the world, committed to revolutionising sleep. Combining long-standing craftsmanship with the latest innovation, their deft hands lovingly oversee every detail of the luxury Crown Jewel, resulting in a custom bed that provides unparalleled quality, pressure relief, comfort and support – the very foundation required to rejuvenate the body and refresh the mind. The finishing touches make all the difference, from beautifully embroidered labels to hand-cut Damask and flag-stitched corner wrap handles, all created with passion and finesse. Sealy’s artisans continually demonstrate generations of mastery and expertise.

Strategy
Sealy Australia engaged Traffic to revitalise the Crown Jewel brand and develop a new strategy to position the brand at the top end of the bedding market throughout Asia-Pacific. This is the second brand project that Traffic has completed for Sealy this year and was honoured to be chosen again to work with the iconic brand.

Sealy and Traffic have pulled the covers back on the launch of its new luxury Crown Jewel range, unveiling its new brand campaign which reinforces the story of the superior craftsmanship and bespoke tailoring that lies beneath this prestigious bed range.

The campaign, which includes both lifestyle and product films and an extensive print, social, digital, POS and experiential campaign, aims to elevate the importance of never compromising on perfection when it comes to sleep.

Solution
Driven by the brands ethos which ensures every bed is a handcrafted work of art, tailor-made to the customer’s unique specifications and utilising the best in patented spring technology and materials, the new Crown Jewel brand work highlights the extensive process and people behind the creation of the perfect night’s sleep.

The campaign, was shot across four locations in Australia including at Sealy Australia’s brand factory in Brisbane, where we see our Sealy master craftsman take us through the delicate process of making a Crown Jewel.

The brand movie and campaign images featuring model Claire Jones, was shot on location at Sydney’s Primus Hotel, chosen for the Art Deco and luxurious interior which is mirrored in the Crown Jewels signature damask.

To emphasise the natural materials that make up every Crown Jewel, Traffic headed to the verdant Mayfield Gardens situated in Oberon in the Central Tablelands region of New South Wales for the outdoor shoot.

Crown Jewel – The signature of perfection.

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