Mediaweek’s Ad Placement of the Month: A campaign so good, you wouldn’t want to sleep on it!

Mediaweek’s Ad Placement of the Month

March’s ad placement of the month is Howatson+Company’s campaign for mattress startup, 10:PM

Mediaweek’s Ad Placement of the Month examines submissions of creative and clever placements over the past few weeks.

There was a diverse range of ad placement styles submitted this month – ranging from thought-provoking guerrilla billboards, an iconic one-off magazine reboot that tapped into nostalgia and an eye-catching train station takeover.

After consideration of all entries, this month’s winner is:

Howatson+Company’s campaign for 10:PM

Mediaweek’s Ad Placement of the Month

Mediaweek’s Ad Placement of the Month

Howatson+Company turned abandoned mattresses into unmissable guerrilla billboards in a campaign for mattress startup, 10:PM.
Targeting inner-city Sydney suburbs, the 10:PM team located discarded mattresses and wrote bespoke long copy about each one, condemning them as rancid and suggesting a new, better alternative from 10:PM.
The mattress billboards have taken curious onlookers by surprise. Exposing a global gathering of dead skin particles in Bondi backpacker-land, an underground swinger scene in affluent Watson’s Bay, a queen who partied too hard in Pride capital, Darlinghurst, and more.

Credit list:
Client – 10:PM
Agency – Howatson+Company 
Founder/CEO – Chris Howatson
MD – Renee Hyde 
Executive Creative Director – Gavin Chimes  
Creative Directors – Michael Kleinman and Doug Hamilton
Art Director – Raff Gandrabur
Copywriter – Zoe Finkelstein 
Design Director – Ellena Mills 
Chief Strategy Officer – Dom Hickey
Group Business Director – Katy Ward
Business Director – Sasha Thariani 
Head of Production – Holly Alexander
Senior Editor – King Yong
Senior Account Director (PR) – Melinda Durston
PR Executive – Millie Clout 
Production Company – Scoundrel 
Director – James Dive
Executive Producer – Adrian Shapiro 
Producer – Charlie Taylor 
DOP – Jordan Maddocks 

Rufus turns back the clock as it takes Aussies back with Class of ’07 with Prime Video 

Rufus, powered by Initiative, partnered with Are Media to bring back Australia’s most iconic teen magazine Girlfriend to promote Prime Video’s new series Class of 07.
This limited release run was packed full of nostalgic throwbacks with a 2023 twist, from Taylor Swift adorning the front cover, cheeky quizzes, celebrity crushes, and even NSFW adult toy reviews – all bringing to life the series comedic reunion energy.

Mediaweek’s Ad Placement of the Month
Expertly woven throughout were reviews, teasers and Easter Eggs showcasing the upcoming series, and content connected fans to deeper engagement platforms such as a gamified Snapchat feature and personalised Spotify playlists based on your graduation year.
Supported with an onslaught of other mem-inducing media, from pop-up time capsule museums in Westfield, reminiscing radio competitions and editorial throwbacks, this campaign propelled the Class of ’07 to the top of 2023 culture.
Credit list:
Media – Rufus, Powered by Initiative
Client – Amazon Prime Video
Media Partnership – Are Media
Creative – MBCS

Avenue C helps Woodford Reserve take over Bondi Junction

Mediaweek’s Ad Placement of the Month

Mediaweek’s Ad Placement of the Month

After kicking off during Old Fashioned Week, Woodford Reserve, Brown Forman’s delicious bourbon, wrapped up their annual campaign with one final ‘spectacle of the senses’, their global creative positioning.
Avenue C and JCDecaux used personalised and immersive takeovers, such as this one at Bondi Junction train station to bring commuters a delightful look at Woodford Reserve. 

Credit list:
Media – Avenue C
Publisher – JC Decaux
Creative – Energy BBDO (USA)
See last month’s winner: Mediaweek’s Ad Placement of the Month: WorldPride has a hold on Sydney campaigns

Do you have an interesting ad placement coming up? Would you like your agency’s to feature next month and be in the running for next month’s edition of Mediaweek’s Ad Placement of the Month?

Send your submission to: [email protected] along with the agency’s statement about the campaign, agency credits and images of the placement on show.

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