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, we created ‘Bed-verts’ - from their rival’s abandoned products. Using roving street teams, we located discarded mattresses and wrote bespoke copy condemning them as rancid and suggesting a better alternative from 10:PM. Soon our mattresses received more attention than real billboards with +5 million impressions in one week, reaching 75% of Sydney; worth $1.6 million in high-impact outdoor media. All for a $0 media budget.