Australian-born baby and toddler sleep brand Love to Dream has unveiled its latest brand campaign 'Sleep Like a Baby' developed with creative agency Born.
The new creative platform focuses beyond babies, to acknowledge the vital connection between infant and parent sleep.
Born strategy director David Coupland said the agency saw an opportunity to tell a bigger story with Love to Dream.
"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," Coupland said.
"This campaign brings that connection to life in a way that's playful, entertaining and original."
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 CEO Martin Matthews said Love to Dream has always been about delivering better, safer and longer sleep to families.
"This campaign captures that mission perfectly, acknowledging that while our products are designed for babies, their impact benefits the whole family," Matthews said.
"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.
CREDITS:
Love to Dream:
Chief Executive Officer: Martin Matthews
Head of Brand and Communications: Shani Nayee
Global Retail Marketing Manager: Chloe Beary
Born:
Creative Director: Jenny Lennon
Design Director: Scott Wrightson
Strategy Director: David Coupland
Creative: Thea Hayes
Defiant Digital
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