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Dated Pillows

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaign / 2011

Tontine is Australia’s largest manufacturer of pillows. It had a problem. People weren't changing their pillows often enough. This was due to the fact that they didn’t have a good reason to change their pillows, and they had no idea how old their pillows actually were. We came up with the idea of printing a best before date on all Tontine pillows. We then gave people a reason why they should have a pillow with this best before date. It wasn't just a campaign; it was a permanent product innovation.

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