10:PM - Bed-verts 'Backpackers'
Millions of mattresses are illegally dumped in Australia every year. Stained and soiled, they’re a gut-churning problem for the streets. But a game-changing way to launch a mattress brand.
Start-up mattress brand 10:PM lacked the budget to run billboards like their competitors, so ‘Bed-verts’ were created from their rival’s abandoned products.
Using roving street teams, we located discarded mattresses and stamped bespoke copy condemning them as rancid and suggesting a better alternative from 10:PM.
Studio Dive is a divergent creative studio dedicated to pushing the boundaries of experiential creativity around the world. We partner with culture and commerce to create indelible experiences, interventions and environs.
Founded by celebrated artist and principal, James Dive, the studio thrives on the audacity that culture demands. With over two decades of experience, the studio cultivates audiences across retail, advertising, institutions, public space and public art.
At the heart of our ethos is a renowned creative naivety, approaching every project anew. This open minded approach results in creative solutions that are uniquely platform agnostic, with a body of work that stretches across every typology and scale.
The studio works alongside some of the world’s best brands, establishments and advertising agencies to ideate, expand and execute endeavours globally. Our studio remains determinedly small and independent, prioritising close collaboration with our partners. We prefer a brains over brawn approach, maintaining a core team regularly complimented by an established network of world class collaborators.
In the last 18 months we have been recognised with over 35 awards internationally. Highlights include Gold at D&AD, eight Silver Lions at Cannes, Gold at One Show, two Golds at London International Awards and four Golds and ten Silver at AWARD.
With every project, our intent remains the same. Resonance. We strive to imbue our partners’ remarkable stories with authenticity, audacity and mettle. At Studio Dive we believe actions will always speak louder than words, and effort always equates to heart.
