Love to Dream launches new ‘Sleep Like a Baby’ campaign via creative agency Born

Love to Dream, the Australian-born baby and toddler sleep brand known for bringing better sleep to millions of families worldwide, has unveiled its latest brand campaign “Sleep Like a Baby,” developed in collaboration with creative agency Born.

The new creative platform is an execution of Love to Dream’s established brand positioning that expands focus beyond babies, to acknowledge the vital connection between infant and parent sleep. This shift was driven by the insight that parents with young children often sacrifice their own sleep, leaving them feeling exhausted and overwhelmed.

“When we started working with Love to Dream, we saw an opportunity to tell a bigger story,” says David Coupland, Strategy Director at Born. “While the brand has always been about helping babies sleep better, we recognised that there’s a more profound truth: when your baby sleeps better, you sleep better. This campaign brings that connection to life in a way that’s playful, entertaining and original.”

The creative execution features a series of striking visuals that reimagines adults in Love to Dream’s iconic Swaddle Up – a unique patented ‘arms up’ design created by mum and Australian entrepreneur Hana-Lia Krawchuk in 2008. Visually arresting and distinctively different, the omnichannel platform amplifies the brand’s mission with the campaign’s tagline “A better sleep for your baby means a better sleep for you”, reinforcing the brand’s understanding of the more holistic nature of family sleep patterns.

“Love to Dream has always been about delivering better, safer and longer sleep to families,” says Love to Dream CEO Martin Matthews. “This campaign captures that mission perfectly, acknowledging that while our products are designed for babies, their impact benefits the whole family. When parents trust that their baby is sleeping safely and comfortably, they can finally get the rest they need too. We’re thrilled to have partnered with Born who have found a bold and memorable way to authentically capture how customers already talk about our brand.”

The campaign launches in February across Meta, TikTok and Google  before extending to retail and BVOD over the coming months.

The campaign builds on Love to Dream’s strong brand heritage, as a trusted safer sleep expert that has already helped millions of families worldwide. The creative approach maintains the brand’s signature combination of innovation and empathy while introducing a fresh perspective in the category.

“What makes this campaign special is how it transforms Love to Dream’s well-known Swaddle Up into a compelling, and – slightly absurd – visual metaphor,” adds Coupland. “By showing adults in these iconic swaddles, we’re not just creating attention-grabbing imagery – we’re making a statement about universal sleep needs and positioning Love to Dream as a brand that truly understands the complete family sleep journey.”

Matthews continues: “This campaign represents more than just a new creative direction – it’s an evolution of how we talk about sleep and underpins our ambition to become the #1 baby and children sleep brand in the world. We’re acknowledging that better sleep isn’t just about products; it’s about understanding the deep connection between parent and child wellbeing. When we help babies sleep better, we make everyday life easier for entire families.”

Client: Love to Dream
Chief Executive Officer: Martin Matthews
Head of Brand and Communications: Shani Nayee
Global Retail Marketing Manager: Chloe Beary

Creative Agency: Born
Creative Director: Jenny Lennon
Design Director: Scott Wrightson
Strategy Director: David Coupland
Creative: Thea Hayes