Australian made and owned bedding company, A.H. Beard has launched its new national brand campaign showcasing the meaning and importance of Premium Sleep. A concept of sleep that rejects the common misconception that ‘sleep is for the weak’, but rather an essential act that replenishes, repairs, and restores.

Created by Head and Heart and Premium, shot at award-winning architectural home Dovecote, the campaign invites viewers to rethink how sleep is viewed. A calming voice rebuffs the popular ideas that “there’s no substitute for hard work” or “if you snooze you lose” and that “success doesn’t happen overnight.” A.H. Beard shows the opposite to be true, where consistent, restful and rejuvenating Premium Sleep unlocks the best version of yourself. 

According to the Sleep Health Foundation, up to 45% of Australians aren’t getting enough sleep with 20% suffering from symptoms of insomnia, a sleep disorder highly correlated to mental health disorders like depression and PTSD.  Sleep (and lack thereof) deeply influences health, happiness and motivation.

“We spend over a third of our lives asleep, yet as a society we’re challenged with inadequate sleep, and it’s costing Australia $66.3 billion a year. We have 123 years of experience in the business of sleep and we’re intimately aware of the immediate and long term health impacts sleep has on the body and mind,” A.H. Beard CEO, Tony Pearson said.

“Sleep is the most critical recovery period, so extensive research and consideration goes into each handcrafted A.H. Beard bed where the form, function and origin of materials is selected for their ability to help achieve the most consistent, restful and rejuvenating sleep.

“Over the past two years we have worked with our strategic partner, Premium to understand the desires of the high elective spending consumer, and the trend towards sleep as a core pillar of their wellness regime. Our masterbrand strategy places Premium Sleep at the heart of everything we do to deliver our long-held vision to improve lives through better sleep.”

To support those who desire better sleep, A.H. Beard’s Sleep Wellness Centre offers a free four-week sleep wellness program with advice and resources for achieving Premium Sleep. The centre also offers a by-appointment ‘Sleep Concierge’ which gives individuals the opportunity to speak with sleep specialists for a one-on-one personalised consultation on their sleep needs.