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.