There are two things guaranteed to get a new mum’s attention: 1. gorgeous new baby images 2. anything that gives her new baby a developmental advantage.
Leo Burnett has combined both of these in what is otherwise a 30-second product statement.
The promise is that Binds Wondercool baby range is made with innovative adaptive cooling fabric to keep bub cool and comfortable, so he or she will get the sleep that vital for developing brains. Leo Burnett’s platform for the range is Bonds Wondercool, Works Wonders. The ad outlines these FAQs over a montage of gorgeous sleeping baby images, one including a gorgeous sleeping mum and one including a gorgeous sleeping dad.
Bonds head of marketing, Kelly McBride, commented, “We’re thrilled to be expanding our iconic baby range to include this game-changing fabric innovation. Wondercool is the only baby clothing approved by Red Nose for safer sleep, which should give parents a little peace of mind (and hopefully, more sleep!)”.
In addition to TV and online activity, the campaign incorporates a series of responsive, real-time radio ads. These Sleepyhead-lines deliver the day’s biggest news headlines as a soothing lullaby to reconnect parents with what’s happening in the world, while softly singing their babies to sleep. This part of the campaign is brilliant. Kudos, Leo Burnett.
Listen to two Sleepyhead-lines:
The Sleepyhead-lines are playing on Spotify and Australian children’s radio station, Kinderling. The campaign launched on Sunday, January 19 across TV, online, podcast and digital.