Creativity

Babies' Cries Become a Sweet Lullaby in Spot From March of Dimes

Campaign Crowdsourced Cries From Parents of Newborns

By Alexandra Jardine. Published on Sep 29, 2017

Editor's Pick

Premature birth charity March of Dimes reminds us that the sound of a baby crying can be a beautiful thing in a video that crowdsourced real-life cries from newborns to make a lullaby.

Agency Barkley created a site that invited parents to "donate a cry" by sharing an audio or video file. They then worked with a music partner to incorporate the donated cries along with real babies' recorded cries into the notes of Brahm's Lullaby.

The 30-second "lullacry" spot, seen here, was also turned into a two-hour long-form lullaby video on YouTube designed to comfort and sooth the nerves of crying babies and new parents.

"We wanted to create something that proved how the organization celebrates every baby's first sign of life: the cry. Turning those screams and tears into a beautiful lullaby felt like a fitting tribute," says Katy Hornaday, executive VP, executive creative director at Barkley, in a statement.

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About

Credits

Date
Sep 29, 2017
Agency:
Barkley
Client:
The March of Dimes
Director of Cause Marketing & Strategic Partnerships:
Melanie Newell
Associate Director of Project Content & Production:
Alison Knowings
SVP, Marketing & Communications:
Christopher Maddocks
VP, Brand Strategy & Communications:
Jodi Patkin
EVP, Executive Creative Director:
Katy Hornaday
VP, Group Creative Director:
Berk Wasserman
Executive Producer:
Melany Esfeld
Creative Director:
Matt Pruett
Associate Creative Director:
Joe DeSalvo
Associate Creative Director:
Kyle Anthony
VP, Group Strategy Director:
Chris Cardetti
Strategist:
Molly Griffin
Senior Project Manager:
Tifany Wrzesinski
Account Director, Crossroads:
Chase Wagner
Account Supervisor, Crossroads:
Allyssa Kennedy
Director of Business Affairs & Talent Management:
Anne Thomasson
Associate Producer:
Jasmine Henry
Post Production:
Barkley Films
Editor:
Griffin Davis
Integrated Production Manager:
Lauren Alexander

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