Hugs Change Everything is a brand platform that resonates with every human being. Even more so with new parents – it champions the science-backed benefits of hugs for a developing baby. Building on its power is the launch of Zulu Alpha Kilo’s Sound of a Hug. The digital tool that creates a sleep track inspired by the heartbeat a baby hears when a parent is hugging them, to help support their baby’s development.
The sound of a parent’s hug has been 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 transforms musically in real time to provide the ideal soundscape for every baby. With over 50,000 possible outcomes, each track is as unique as the heartbeat it’s based on.
“Sound of a Hug is the latest innovation from Huggies designed to support new parents as they navigate the challenges of early parenthood,” stated Tanya Willer, vice-president, marketing and sales strategy, Kimberly-Clark Canada. “This tool shines a light on the incredible power of a parent’s hug, which has been the inspiration behind the new Hugs Change Everything platform.”
“This campaign is all about putting the truly transformative power of hugs into practice,” added 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]
Client Team: Tanya Willer, Abhinav Sawhney, Laura Sturmer, Peace Asemota, Nikki Sells, Kopal Chourey, Jason Radocay, Sutanu Sur, Nellie Veber
Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Associate Creative Director & Writer: Dane Boaz
Associate Creative Director & Art Director: Juan Torres
Designers: Damian Simev, Jackman Chiu
Account Team: Alyssa Guttman, Tara Collins, Shauna McKenna, Alyse Thompson, Amanda Wong, Zainab Mushtaq:
Chief Strategy Officer: Heather Segal
Executive Director, Comms Planning & Technology: Sean Bell
Strategy Directors: Meredith Ferguson, Sarah Yim
Media Agency: Ignite
Media Team: Ali Tinker, Fahmida Islam, Sam Storey, Ghaith Alkhatib, James Thomas, Jasmin Shirazi, Emily Matias, Tanya Nigam, Joannie Vuong, Nisha Shah, Kristine Hirst, Min Kim
PR Agency: Veritas
PR Team: Christine McDermott, Brittany Arnold, Camille Côté-Bégin
Director of Integrated Production: Ola Stodulska
Director of Post Production & Operations: Zulubot: Sarah Dayus
Senior Agency Producer: Kasia Zeniuk
Senior Digital Producer: Tracy Wightman
Production House: Aspekt
Director: Linnéa Bergman
Director of Photography: Mika Aberra
Executive Producer: Liz Dussault
Line Producer: Mia Sook Young
The French adaptation was managed by The French Shop.
