Bonds: Lullaby News

Sleep is vital for the developing brains of newborn babies. But getting them to sleep can be an ordeal for new parents – one so demanding, it can cut them off from the outside world.

To launch Bonds Wondercool baby range, made with innovative adaptive cooling fabric, we created Lullaby News – a series of responsive, real-time radio ads that kept parents up-to-date with the day’s biggest stories while softly singing their babies to sleep. Each day, we searched local, national and international news outlets for the biggest talking points. We then wrote each to the tune of lullaby staple, “Twinkle Twinkle Little Star”. Each spot was created in the morning and recorded that afternoon, making each piece that aired on Spotify and Kinderling, feel current. Due to the success of the campaign, we’re now breaking more news to the tune of other famous lullabies to help both babies and parents, sleep.