Bonds helps parents and babies rediscover the wonder of sleep in new platform via Leo Burnett
Sleep is vital for the developing brains of newborn children. It’s just as vital for new parents. So, to launch the new Bonds Wondercool baby range – made with innovative adaptive cooling fabric to keep bub cool and comfortable – Bonds and Leo Burnett have created the “Bonds Wondercool, Works Wonders” platform.
The platform aims to reinforce the importance of a good night’s sleep, for both babies and parents.
Says Kelly McBride, head of marketing, Bonds: “We’re thrilled to be expanding our iconic baby range to include this game-changing fabric innovation. Wondercool is the only baby clothing approved by Red Nose for safer sleep, which should give parents a little peace of mind (and hopefully, more sleep!).”
In addition to TV and online activity, the campaign incorporates a series of responsive, real-time radio ads. Aptly titled, “Sleepyhead-lines”, the ads deliver the day’s biggest news headlines as a soothing lullaby to reconnect parents with what’s happening in the world, while softly singing their babies to sleep.
These will be playing on Spotify and Australian children’s radio station, Kinderling.
The campaign went live on Sunday 19th January across TV, online, podcast and across an array of digital platforms.
6 Comments
Yawn.
I love how this photography perfectly captures how every parent puts their kid to sleep with the blinds up and lights on
Clinical without emotion.
Bonds have lost their way. Where’s the fun? The irreverence? The cheeky Aussie attitude?
Why spend 29 seconds of a radio spot singing the news, when there are significant product benefits that could have been communicated? And surely psychology tells us, that parents would rather be portrayed as doing the best thing for their babies, rather than indulging in downtime for themselves.
God this is dull. What’s happened to Bonds? What’s happened to Leos?