Delta just launched its newest brand campaign entitled “Close The Gap,” which spotlights shared childhood experiences through the eyes of children from communities around the world. Voiced by actress Viola Davis, viewers are reminded that “we’re more alike than we are different,” demonstrating how travel can bring us together.
Wieden+Kennedy New York created the :60 and :30 spots–directed by Miles Jay of Smuggler–which highlight the power of venturing out into the world to better understand it.
Client Delta Air Lines Agency Wieden+Kennedy New York Karl Liberman, executive creative director; Sean Mclaughlin, Jaclyn Crowley, creative directors; Ian Hart, Brad Phifer, copywriters; Jess Shriftman, Hope Jordan, art directors; Kimberly Edwards, producer; Nick Setounski, head of production. Production Smuggler Miles Jay, director; Allison Kunzman, Patrick Milling Smith, Brian Carmody, exec producers; Gustav Geldenhuys, line producer; Nicolas Karakatsanis, DP. Editorial Work Editorial Ben Jordan, editor; Christopher Delarenal, post producer; Trevor Myres, Theo Mercado, editorial assistants. VFX/Post Blacksmith Danny Morris, VFX lead Flame; Nico Cotta, Danny Morris, VFX supervisors; Yebin Ahn, Robert Bruce, Jake Slutsky, compositors; Tuna Unalan, lead CG; Vitaly Burov, Olivier Varteressian, CG artists; Rick Walia, FX artist; Tina Chen, producer. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Audio Wave Mary-Ann Decruz, producer. Sound Design 750MPH Sam Ashwell, Mark Hellaby, sound designers. Music Kai Engle, composer/exec producer.
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.”
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