Hasta La Creative!

A baby starts to hear sounds in utero around 24 weeks, but for the 15 million premature babies born each year, the nurturing sound of the womb is lost. Research suggests that exposure to a mother’s voice and heartbeat can help a preemie’s brain develop and grow. Launching People, a global campaign by Samsung Electronics Co., Ltd., designed to help consumers unleash their potential and create meaningful change through the use of Samsung technology, initiated this pilot program. Through the “Voice of Life” app and Samsung speaker technology, a mother’s voice and heartbeat will be “wombified” for baby’s ears (a process which removes high frequencies not present in the womb), and then sent to the incubator at NICU.

Fantastic idea. Also “wombified” is a lot simpler than you’d expect, they simply make it better for week for baby’s ears by using a process that removes high frequencies not present in the womb.

Radio Flyer isn’t just a wagon. It’a a tool to fuel kids’ imagination. Nice, simple art direction here.

I just wish it had better lighting as the colours seem so washed out, which is a real shame in the homage to Robert Palmer. The “addicted to love” ladies group singing into pads while dressed in all white is hilarious, but it wold have upped the ante to have dramatic lighting and saturated shadows in that scene to look more 80s like the original. “Before we were moms, we were tight we were pert. But now one in three of us deals with the SQUIRT! Well it ain’t eighteen-fifty anymore, so line your panties grab your dance shoes, and head on out the door!”