Leo Burnett has created a new platform for the brand: Bonds Wondercool, Works Wonders.
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.
“We’re thrilled to be expanding our iconic baby range to include this game-changing fabric innovation," Bonds head of marketing Kelly McBride says.
"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 January 19 across TV, online, podcast and across an array of digital platforms.