Sleep never looked so comfortable in new work for BabyLove SleepyNights via Communicado

Baby care brand BabyLove is helping the whole family get back the sleep they deserve with its new campaign for SleepyNights from Communicado.

Every parent knows that when their kid sleeps, they sleep. But considering the way toddlers contort themselves in bed into the most uncomfortable looking shapes — upside down, pretzelled, legs akimbo – only the most reliable overnight pants will do the job.

BabyLove wanted to show that no matter what shape a child sleeps in, SleepyNights can handle it. With its 360-degree soft and stretchy waistband, SleepyNights has a better fit to stop leaks all night long. After all, a reliable overnight nappy lets a parent clock off for the night and get some well-earned rest.

Integrated creative agency Communicado developed the campaign line  ‘A better sleep…no matter how they sleep’ to demonstrate SleepyNights’ reliability. The product is designed to be toddler proof, tested to stretch and adapt to even the most uncomfortable positions without losing absorbency, so parents can rest assured there’ll be no wet wake-ups.

The three hero images of toddlers in awkward sleep positions were captured for out of home placements and ATL rollout. The campaign has also extended into the social space with content creators briefed to show their own kids’ crazy sleep positions, with unique inventive names, demonstrating how the product works for their families.

“Being a Dad whose toddler sleeps in some really weird positions – and being sleep deprived most days of the week – this was the perfect brief for me,” says Communicado’s Associate Creative Director, Simon Fleming. “Chris [Buchanan, ACD at Communicado] and I decided to lean right in on the contortionist ways of kids, to create a visually striking and relatable campaign. And our talent really delivered.”

“The main worry for parents is that their child’s overnight pant is going to leak,” says Amer Haq, Unicharm Brand Manager for SleepyNights. “So this campaign is designed to highlight how SleepyNights are the most reliable because the soft and stretchy waistband means your child will be comfortable all night long no matter how they sleep.”

Client: Unicharm Australasia
General Manager Marketing: Michael Joel
Brand Manager, SleepyNights: Amer Haq
Brand Manager, SleepyNights: Rebecca Petrolo
Digital Marketing Specialist: Riya Agrawal

Creative Agency: Communicado
Director: Lucy Houldsworth
Executive Creative Director: Annie Price
Associate CD/Writer: Chris Buchanan
Associate CD/Art Director: Simon Fleming
Integrated Strategist: Daniel Hedger
Group Account Director: Wil de Souza
Account Manager: Narayanan Subramani
Head of Content & Social: Anna Barham Kumar
Head of Digital: Terence Thean

Media Agency: Cole Media
General Manager: Candice Cole
Media Director: Amanda Olsen
Digital Directors: Robyn Cameron and Anya Subberwal
Social Media Manager: Kelly Newey

Production Company: Eric Tom and Bruce
Photography: Catherine Black
Producer: Lauren Burgueono

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