Bed Threads Cotton Launch - Global Out-Of-Home Campaign

For the launch of Bed Threads’ new cotton collection, I created taglines for a large-scale out-of-home campaign. Our goal was to introduce cotton as a natural extension of the brand’s signature bedding range while appealing to a new audience who values the same elevated aesthetic and quality, but at a more accessible price point.

The billboards, paste-ups and posters lived in high-traffic sites across Sydney, Melbourne, London, New York and LA with both location-specific and core brand messaging.

This was the first time Bed Threads invested in an out-of-home advertising campaign of this scale, marking a significant moment in expanding brand awareness beyond digital channels in all key markets.

The campaign successfully drove conversation, introduced the cotton range to new audiences, and underscored Bed Threads’ evolution into a multi-fibre brand.

Creative Direction: Charlotte Matters

Project Management: Melissa King and Stephanie Squadrito

Design: Diandra Malivindi

Copy development: Maddie Cochran