Renault Partners With Chicco to Make Its Baby Seat for Home Naps a Reality

The 'Dream Cradle' Will Be Available Globally in 2018

Published on

Editor's Pick

Earlier this year, Renault revealed that it had been working on a prototype baby car seat designed to send babies to sleep at home just the same way that driving does.

At the time, Creativity commented: "If this works, Renault might really be on to something -- because sleep-deprived parents would pay anything to make those 3AM trips round the block a thing of the past."

Well, now it has done just that, in partnership with baby equipment company Chicco.

Publicis Argentina, which invented the concept for Renault, worked with Publicis Italy to develop the "Dream Cradle," which launched as a protoype in Italy last month and will be available mass market globally from early 2018. Publicis Conseil also worked on the project.

The Dream Cradle's basic movement will be activated through an app downloadable for smartphones, and lets users adjust the intensity, direction and slope of the rocking motion. The app can simulate a real journey recorded by the sensors in the mobile device.

Now, if only someone would invent one that prevents toddlers from going to sleep on every car journey -- because that means they'll never go to bed ...

We're also now waiting to see if Ford will put its own baby furniture into mass production.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Apr 27, 2017
Advertising Manager:
Juan Marcelo de Carlo
Agency:
Publicis Worldwide
Client:
Renault/Chicco
Digital Marketing Manager:
Juan Marcelo de Carlo
Advertising Coordinator:
Noel Castillo
Media Coordinator:
Noel Castillo
Digital Marketing:
Eugenia Guerra
CRM Coordinator:
Eugenia Guerra
Marketing Director:
Eric Pasquier
Executive Creative Director:
Fabio Mazia
Creative Director:
Ignacio Jardon
Creative Director:
Paula Kozub
Regional Account Director:
Ivan Pinzón
Agency Producer:
Sebastian Taruella
Production Company:
Landia
Director:
Shannon
Director:
Agustin Carbonere
Executive Producer:
Adrian D'Amario
Producer:
Diego Dutil
Music:
Papa Music
Advertising Manager:
Elisabeth Leriche
Digital Manager:
Elisabeth Leriche
CRM Manager:
Elisabeth Leriche
Advertising Executive:
Enrica Bellomo
Global Chief Creative Officer:
Bruno Bertelli
Executive Creative Director:
Cristiana Boccassini
Creative Director:
Francesco Martini
Creative Director:
Alessandro Izzillo
Associate Creative Dir. / Art Director:
Eddy Guimaraes
Associate Creative Dir. / Copywriter:
Emanuele Viora
Client Service Team:
Daniela Di Maio
Client Service Team:
Ilaria Lorenzetti
Client Service Team:
Benedetta Virga
Client Service Team:
Giulia Claris Ratti
Strategic Planner:
Bela Ziemann
TV Producer:
Giulia Atzori
Production:
Filmmaster
Regia:
Davide Gentile
Director of Photography:
Luca Costantini e Fabio Casati
Executive Producer:
Lorenzo Cefis
Producer:
Nicole Lord
Editor:
Stuart Greenwald
Editor:
Alice Baragetti
Sound Design:
General Jingles
VP - Global Brand Strategy and Marketing Communications:
Bastien Schupp
Content & Media Director:
Carine Gailliez
Brand Advertising Manager:
Giovanni Costa
Project Manager:
Mathilde Chaise
Creative Director:
Marcelo Vergara
Executive Creative Director:
Marcelo Vergara
Account Director:
Patrick Lara
Managing Director:
Patrick Lara
Client Service Team:
Charlotte Baudry
Client Service Team:
Adrien Dumont

See more credits

Tags
Industry
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age