Lullabies by Malyutka

Creative idea

For Ukrainian babies, we created the Lullabies by Malyutka project: together with folklorists, we found forgotten lullabies and modernized them. We have involved a pediatrician, and a psychotherapist, so that our lullabies would be useful for the babies. Following their advice, we updated the texts of the lullabies: we added positive psychological attitudes and meanings, and added sounds and words that help improve the child's speech development. Also took advice into account when creating the music, adding sounds of nature and animals, modernizing the melodies to have a positive impact on kids, reduce stress, and help them grow and develop healthily.

Brand name: Malyutka
Advertiser / client: Khorol Baby Food Factory
Product / service: Milk formulas to replace breastfeeding
Campaign name: Lullabies with a Ukrainian soul
Agency network: INDEPENDENT AGENCY
Agency: MOKO Digital agency, KYIV
Media agency: MOKO Digital
Production company: ENKO music
Agency chief executive officer: Hlib Pronenko
Creative director: Olha Livik
Art director: Aleksandra Raskosova
Copywriter: Alina Ratnykova
Designer: Daria Reheta
Client account director: Tetiana Malshakova
Media director: Yaroslav Cheshko
Senior planner: Arina Khomenko
Music: ENKO music, Shche production Kola, MamaRika, Katerina Girman
Digital strategist: Mykyta Deulin