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    Huggies and Zulu Alpha Kilo Transform Mom’s Hugs Into Unique Baby Sleep Tracks

    By SHOOTUpdated:No Comments0 Views

    Huggies® is building on its new Hugs Change Everything brand platform with the launch of Sound of a Hug, an innovative digital tool that creates a sleep track inspired by a parent’s heartbeat to help support their baby’s development.

    Launched earlier in 2024, the Hugs Change Everything platform champions the science-backed benefits of hugs for a developing baby. This latest innovation spotlights the sound of a hug–the parent’s heartbeat–proven to help calm baby and regulate a baby’s heart rate. By turning their heartbeat into a sleep track, parents can extend those benefits long after their baby is put down.

    Sound of a Hug is experienced on the interactive website, SoundofaHug.com, where parents can generate a unique sleep track set to the rhythm of their heartbeat. By entering additional variables like baby’s mood, what type of sleeper they are, and time of day, the track musically transforms in real time to provide the ideal soundscape for your baby. With over 50,000 possible outcomes, each track is as unique as the heartbeat it’s based on.

    This heartwarming Huggies Canada spot from agency Zulu Alpha Kilo, Toronto, and directed by Linnéa Bergman via production house Aspekt, shows the “Sound of a Hug” and the deep loving bond between parent and baby.

    “This campaign is all about putting the truly transformative power of hugs into practice,” said Brian Murray, chief creative officer, Zulu Alpha Kilo. “With Sound of a Hug, we’re helping parents deliver those science-backed benefits in an entirely new and meaningful way.”

    A streamlined experience is also available on Amazon Alexa devices by saying, “Alexa, open Huggies Sound of a Hug.”

    Credits

    Client Kimberly-Clark | Huggies Canada Agency Zulu Alpha Kilo Brian Murray, Jenny Glover, chief creative officers; Dane Boaz, associate creative director/writer; Juan Torres, associate creative director/art director; Damian Simev, Jackman Chiu, designers; Heather Segal, chief strategy officer; Sean Bell, executive director, communications planning & technology; Meredith Ferguson, Sarah Yim, strategy directors; Ola Stodulska, director of integrated production; Sarah Dayus, director of postproductoin & operations (Zulubot); Kasia Zeniuk, sr. producer; Tracy Wightman, sr. digital producer. Production Company Aspekt Linnéa Bergman, director; Mika Aberra, DP; Liz Dussault, exec producer; Mia Sook Young, line producer

    Media Type:Film: Short
    Video Tags:Zulu Alpha Kilo



    Top Spot of the Week: Broken Heart Love Affair, Director Rune Milton Get Operatic For Royal Ontario Museum

    Wednesday, November 27, 2024

    Royal Ontario Museum (ROM) has unveiled a new chapter in its “Immortal” brand platform that explores natural history to help people understand the past, make sense of the present, and shape a shared future.

    Created by Toronto-based agency Broken Heart Love Affair, the new campaign reimagines the connection between humans and nature, encouraging viewers to reconsider humanity’s place within Earth’s vast timeline and offering a fresh look at the museum’s permanent collection.

    At the heart of the Immortal: Nature’s Symphony campaign is this three-minute film, “Opera,” that aims to evoke a sense of awe and wonder, as seen through the eyes of the unique central character--a chimpanzee. Departing from the human-focused lens of the initial “Immortal” campaign in 2022, this iteration takes a new approach to emphasize ROM’s pillars of art, culture, and nature, reminding viewers that humanity is an incredibly small part of Earth’s expansive story spanning billions of years.

    “This campaign is our love letter to the natural world--a clarion call to protect and look after our Earth and everything in it,” said ROM chief marketing & communications officer Sally Tindal. “Home to a world-class collection of 18 million artworks, cultural objects, and natural history specimens, ROM plays a vital role in our understanding of nature and the world around us, and we hope this campaign inspires people to revisit the Museum with fresh eyes.”

    Directed by Rune Milton of Revolver Films (which reps him in Canada; he is handled by in the U.S. and U.K. by SMUGGLER), the film follows a chimpanzee’s interactions with diverse species and landscapes, illustrating Earth’s evolution and the resilience of the natural world. By... Read More

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