2025 Winner

When a parent hugs a baby, the sound of the parent’s heartbeat helps regulate the baby’s heartbeat, promote sleep and support development. Huggies Canada’s “Sound of a Hug” is a tool that generates a custom baby sleep track inspired by the parent’s hug. When the parent’s heartbeats per minute is entered, the tool adjusts the beats per minute of the music, prolonging the benefits of a hug through the night. By using the interactive website or Amazon Alexa, parents can tailor the track to their baby’s mood, time of day, type of sleeper or type of hug.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Associate Creative Director / Writer: Dane Boaz
Associate Creative Director / Art Director: Juan Torres
Designer: Damian Simev, Jackman Chiu
Director of Post Production & Operations: Zulubot: Sarah Dayus
Account team: Alyssa Guttman, Tara Collins, Shauna McKenna, Alyse Thompson, Amanda Wong, Zainab Mushtaq
Chief Strategy Officer: Heather Segal
Executive Director, Comms Planning & Technology: Sean Bell
Strategy Director: Meredith Ferguson, Sarah Yim

Client: Kimberly-Clark | Huggies Canada
Clients: Tanya Willer, Abhinav Sawhney, Laura Sturmer, Peace Asemota, Nikki Sells, Kopal Chourey, Jason
Radocay, Sutanu Sur, Nellie Veber

Media Agency: Ignite
Media Team: Ali Tinker, Fahmida Islam, Sam Storey, Ghaith Alkhatib, James Thomas, Jasmin Shirazi, Emily
Matias, Tanya Nigam, Joannie Vuong, Nisha Shah, Kristine Hirst, Min Kim

PR Agency: Veritas
PR Team: Christine McDermott, Brittany Arnold, Camille Côté-Bégin
Director of Integrated Production: Ola Stodulska
Senior Agency Producer: Kasia Zeniuk
Senior Digital Producer: Tracy Wightman

Production House: Aspekt
Director: Linnéa Bergman
Director of Photography: Mika Aberra
Executive Producer: Liz Dussault
Line Producer: Mia Sook Young

Offline Edit Company: Zulubot
Offline Edit Producer: Amy Groll
Editor: Alain Elliott
Editor Assistant: Adrian Gluvakovich

Colour Transfer Company: Alter Ego
Colourist: Wade Odlum
Colour Producer: Jane Garrah

Online Company: Adrian Gluvakovich
Online Artists: Jeff Zablotny, Miguel Natividad, Can Yuksell
Online Producer: Sarah Dayus / Amy Groll

Recording Studio: OSO
Creative Director / Voice Director: Harry Knazan
Engineer: Dylan Groff
Audio Producer: Lauren Dobbie
French Agency: The French Shop
Account Manager: Noëlie Michaux
Production Coordinator: Jennifer Lankry

Studio: Zulubot