Pilgrims Choice, The Cheese of Your Dreams
It’s not just an old wives’ tale, cheese really does make you dream, and we made a campaign all about it for Pilgrims Choice.
Research indicates that amino acids found in cheese, especially cheddar, can indeed affect REM sleep, where you dream. To test this, we dosed cheese-loving Brits with an unusually punchy cheddar to see if it caused unusually vivid dreams.
Turns out, it does.
So we turned a real-life cheese lover’s dream into a TV ad, which blends live performance, puppetry and CGI to create a pretty surreal visual spectacle involving a pirate, a restaurant in the sky, and a cheeseburger with legs.
And the campaign doesn’t stop at TV. We used social, shopper and OOH advertising to ask consumers to get involved by sharing their #cheesedreams, which fed our social channels, driving further dreamy engagement.
Above+Beyond is the creative agency for the audience age.
In this age, when it's harder than ever to get people to hear, care or do, the only way for brands to grow is to act audience first.
We help brands to Rise Above and Go Beyond, harnessing the power of Audience Age creativity to forge enduring and valuable relationships between brands and their audiences, and working hard to transform them into actively engaged customers.
As part of The Beyond Collective, we have access to diverse talents from strategy and media, to design and production, enabling us to tackle our clients' challenges in original ways, making magical work that works, whatever the medium.
