Huggies turns heartbeats into audio hugs [Video]

Who: Kimberly-Clark Canada (Huggies brand), with Zulu Alpha Kilo for strategy and creative; The French Shop for adaptation; Ignite for media; Aspekt for production (directed by Linnéa Bergman); Zulubot for post-production; Veritas for PR.

What: “Sound of a Hug,” a campaign on the diaper brand’s “Hugs Change Everything” platform, launched this year. It is highlighted by a customized “sleep track” for babies, based on inputs such as their mood, time of day, etc. 

When & Where: The campaign launches on Nov. 25 and runs through Dec. 31 across online video, social display and Spotify.

Why: The “Hugs Change Everything” platform is based on research which found that hugging provides babies with psychological and emotional benefits throughout infancy. “Sound of a Hug” is about putting that transformative power into practice, said Zulu Alpha Kilo’s chief creative officer, Brian Murray.

How: The campaign’s primary consumer touchpoint is SoundOfAHug.com, where parents can create a personalized “sleep track” for their baby based on …