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Top 6: May 10th 2017

Renault: The Dream Cradle

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Top 6: May 10th 2017
Publicis Worldwide created the concept of The Dream Cradle in a campaign for Renault. What followed was an overwhelming demand by consumers who lobbied Renault to create a real-life model. In partnership with global babycare brand Chicco, Renault has developed 'The Dream Cradle', a cradle with a base that simulates the movements of a car. A prototype of the Dream Cradle was launched in Italy last month and the new baby seat will be available mass market globally from early 2018. Developed on an insight of parents globally, that a car ride is an easy way to get their child to sleep, the 'Dream Cradle' recreates the simulation of a baby being on a car journey, lulling them to sleep in the comfort of their own home. The Dream Cradle is a base for every Chicco cradle which mimics the movements of the car and enables parents to lull the baby, without driving around in the middle of the night. The basic movement is activated through the app downloaded on mobiles, and adjustable in intensity, direction and slope. The app can simulate a real journey recorded by the sensors in the mobile device. The partnership was born from the powerful combination of Renault's brand promise of "Easy Life" with Chicco, the largest European baby brand, to provide a solution to an important everyday need of parents with young children. The two brands have given life to the project conceived by Publicis Worldwide.
Credits Other credits

Account Director: Ivan Pinzón

Editor: Stuart Greenwald and Alice Baragetti

Sound design: General Jingles

Account Director Renault and Managing Director, Publicis Conseil: Patrick Lara

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