The scene is universal: a Last look at the mobile before bedthat ends up lengthening the insomnia one more hour. 2Drees, the New Zealand operator known for her approach to digital well -being, wanted to intervene just at that time of consumption, not with a warning message, but with a creative proposal that seeks convert mobile sounds into nanas.
Under the title “Phone Lulabies”the campaign developed by TBWA NZ together with Eardrum audio specialists, transforms the characteristics Dings, swipesbuzzing and alerts in melodies based on three childhood classics: “Rock-A-Kye Baby”, “Brahms’ Lulaby” and “Hush Little Baby”. The result is Sound landscapes Reconfortantes created only with smartphone sounds, designed to sound just before sleeping.
“We have all been there: that last scroll before sleep that becomes a more hour of screen”explains Dave Pearce, director of Marketing in 2DEGREES. “This work reinforces our ambition to support digital well -being closely. We take the sounds that normally keep us connected and transform them into something that helps us disconnect.”
The campaign has been broadcast on radios and streaming platforms such as Spotify, in specific time stripes prior to sleep to create the habit of also putting the mobile “to sleep”. Thus, instead of pushing a rational message, activation uses the user’s environment and natural behavior to generate a real pause moment.
“There is something magnetic to give a totally unexpected turn to the sounds we hear daily”says Shane Bradnick, Chief Creative Offer in TBWA NZ. “Converting alerts in nanas may seem like a game, but it serves a very clear purpose: to help people disconnect friendly, in a very own tone of 2DEGREES.”
The campaign, an idea that converts a daily discomfort into a gesture of self -care, has had Eardrum production and media managed by OMD.
A new chapter on the “Fair Phones” platform
“Phone Lullabies” is the latest installment of the “Fair Phones” platform of 2DEGEES, which promotes healthier digital habits from humor, empathy and storytelling. Previously, the brand had already addressed issues such as oversharinghe notifications exhaustion or hyperconnectivity, but this time he has opted for a softer and more emotional tone.
In “Notifications” the New Zealand operator took position in the battle for a healthier use of the mobile through a campaign that makes visible the real impact of alert overload. Created also by TBWA NZ, the initiative started from such a forceful as worrying fact: teenagers receive an average of 237 notifications per daya figure that translates into anxiety, distraction and loss of focus. Faced with this, 2DEGERES proposed actionable solutions to help users recover control of their devices: say no to unnecessary notifications, check adjustments and establish specific schedules to consult them.
