Description
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.
“Sound of a Hug is the latest innovation from Huggies designed to support new parents as they navigate the challenges of early parenthood,” says 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,” 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.”
The Huggies Sound of a Hug campaign runs from week of November 25, through December 31, 2024. It was created in partnership with Zulu Alpha Kilo and Zulubot, and is supported by online video, social media ads, display, and Spotify with media planning by Ignite, PR managed by Veritas, and French adaptation managed by The French Shop.
This professional campaign titled 'Sound of a Hug' was published in Canada in November, 2024. It was created for the brand: Huggies, by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted about 2 months ago.
Credits
Client: Kimberly-Clark | Huggies Canada
Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Associate Creative Director / Writer: Dane Boaz
Associate Creative Director / Art Director: Juan Torres
Designer: Damian Simev, Jackman Chiu
Clients: Tanya Willer, Abhinav Sawhney, Laura Sturmer, Peace Asemota, Nikki Sells, Kopal Chourey, Jason Radocay, Sutanu Sur, Nellie Veber
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
Director of Integrated Production: Ola Stodulska
Senior Agency Producer: Kasia Zeniuk
Senior Digital Producer: Tracy Wightman
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
Production House: Aspekt
Director: Linnéa Bergman
Director of Photography: Mika Aberra
Executive Producer: Liz Dussault
Line Producer: Mia Sook Young
Offline Edit Company: Zulubot
Director of Post Production & Operations: Zulubot: Sarah Dayus
Offline Edit Producer: Amy Groll
Editor: Alain Elliott
Editor Assistant: Adrian Gluvakovich
Colour Transfer Company: Alter Ego
Colourist: Wade Odlum
Colour Producer: Jane Garrah
Online Artists: Jeff Zablotny, Miguel Natividad, Can Yuksell
Online Producer: Sarah Dayus / Amy Groll
Recording Studio: OSO
Creative Director / Voice Director: Harry Knazan
Engineer: Dylan Groff
Audio Producer: Lauren Dobbie
Studio: Zulubot
Lead Production Artist & Re-touching: Ashleigh O’Brien
Lead Interactive Artist: Andrew Martin
Web Developer: Kyle Collins, Jake Edwards
Producer: Kenneth Haz
Digital Interactive Co-ordinator: Kelly Sun
Audio Engineer: Noah Mroueh
French Agency: The French Shop
Account Manager: Noëlie Michaux
Production Coordinator: Jennifer Lankry
