We’ve got your back

Challenge
Sealy Posturepedic had owned the hearts and minds of people with back issues for decades. How could Sleepyhead Chiropractic in NZ (and Sleepmaker Miracoil in Australia) dethrone the dominant leader in the back care space from a virtual standing start?

Idea
We created a campaign that went beyond back care and explored themes of friendship, aging, and pushing your body to the limit through two old surfers, Gav and Ken. TV was extended into paid, earned and owned channels where people were researching.