Bepanthol Baby / Lullabies Spreading Goodness

Creative idea

Peaceful sleep is essential for the babies’ healthy development. Yet, nappy rash can ruin everything. Bepanthol Baby Nappy-Rash Ointment supported babies’ sleep with a branded campaign focusing on lullabies. Bridging past and present, the campaign updated lullabies with positive, equal, inclusive lyrics. The lullabies were sung by celebrities Sertab Erener and our brand ambassadors. We integrated white noises such as hairdryer or washing machine sounds which are frequently used by millennial parents to help their babies fall asleep. Each lullaby with animations was published on Youtube, Spotify, Apple Music. All streaming income was donated to an NGO that supports child and parents in need.

Brand name: Bayer / Bepanthol Baby
Advertiser / client: Bayer
Product / service: Nappy Care Ointment Cream
Campaign name: Lullabies Spreading Goodness
Agency network: MULLENLOWE
Agency: MullenLowe Istanbul
Digital agency: MullenLowe Istanbul
Additional company: Sobraz Iletisim, Mediacom, 9-16
Production company: 9-16
Executive creative director: MullenLowe: BERKAY OZAY
Art director: MullenLowe: SEDEF KARAKAS
Copywriter: MullenLowe: SEYMA KEKLIK
Account director (agency): MullenLowe: CEYDA COSKUN, EZGI DAGCI, ILGIM KURSUN, CEREN KABAN
Client account director: Bayer: Pinar Saltat
Media director: Mediacom: SIBEL BAHAR, MELIKE KOCAK, NESIL TASTAN, GULSAH BERRE OZLEN
Managing director: Bayer: Tuna Demiralp, Okan Bayel, İpek Gabrali, Evre Pestereli
Strategic planner / strategist: MullenLowe: Yusuf Muslubas
Senior planner: MullenLowe: Alper Cetik
Pr director: Sobraz: Soydan Canbaz, Özge Öztürk, Özge Akyel Celikelli, Gamze Koç, Züleyha Keskin Kaymakci, Merve Buyukdereci
Illustrator: 9-16: EREN DEDELEROGLU, BUSRA CAGLAR
Film production: 9-16: SANEM AKTAS, OZGE CAKAR, CANER ERGUR
Agency producer: MullenLowe: TUGRUL KARADENIZ, EMIRHAN AKINCI
Digital strategist: MullenLowe: CEREN KAPLAN, BARTU KAFA