‘Wrong Side Of The Bed’

Bed poverty affects over one million children in the UK. It is not directly linked to homelessness; many children are living in family homes but do not have a proper bed of their own, instead sleeping on floors, sofas, shared beds or makeshift arrangements. So, we teamed up with iconic TV personality Mr Motivator to launch ‘Mr Motivator’s Bed Bank’, a new charity tackling bed poverty in the UK

At the heart of the campaign is a spoken-word film produced by Untold Studios and directed by Charlie Sarsfield, known for his work with artists such as Billie Eilish, YungBlud and Lewis Capaldi. The powerful lyrics were written by the very talented Helen & Owen, and alongside Pete W, the team moved heaven and earth, calling in every favour imaginable to make this a reality.

The campaign also extends into print and OOH, with the creative using handwritten statements on bedsheets such as: “What’s the point in dreaming when you’re not even sleeping?” to continue the story. Written directly onto the fabric, the lines feel raw and personal — like thoughts captured in the middle of a restless night. The bedsheets become a simple but powerful canvas, bringing the reality of bed poverty into public spaces.

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Selected recognition:

2x British Arrows ‘Gold’, British Arrows ‘Silver’, British Arrows ‘Shortlist’ / The Drum ‘Campaign of the week’ / Creative Salon ‘Work of the week’ / Ad Age ‘Editors Pick’ / Campaign ‘Ad Of The Day’ / Famous Campaigns ‘Ad of the day’ / The Drum ‘Ad of the day’ / David Reviews ‘Pick of the day’ / David Reviews ‘5 stars’