AUCKLAND, Friday: 2degrees is back helping Kiwis build better habits with their phones—this time with a clever twist on bedtime routines using radio and streaming audio.
Partnering with TBWA\NZ and audio experts Eardrum, they’ve created Phone Lullabies—a set of calming tracks built from the very sounds that usually keep us up.
Instead of pinging for attention, dings, buzzes, and alerts have been turned into dreamy soundscapes using classics like Rock-a-bye Baby, Brahms’ Lullaby and Hush Little Baby.
These mobile-made lullabies aired late at night on platforms like Spotify—gently reminding people to put their phones (and themselves) to bed.
The idea builds on 2degrees’ Fairer Phones platform, aimed at encouraging healthier phone habits and digital wellbeing in everyday, relatable ways.
“There’s something arresting about taking the sounds we hear every day and flipping them into something unexpected.” – Shane Bradnick
“We’ve all been there – a last scroll before sleep turns into an hour,” says Dave Pearce, GM Marketing for 2degrees.
“This work builds on our ambition to support digital wellbeing in relevant and disarming ways. It takes the very sounds that usually keep us locked in, and flips them into something that helps you switch off.”
The lullabies ran in high-frequency evening slots—right before bed—to help people wind down and disconnect in a gentle, familiar way.
“There’s something arresting about taking the sounds we hear every day and flipping them into something unexpected,” says Shane Bradnick, Chief Creative Officer at TBWA\NZ.
“We loved the idea of reimagining these alerts as soothing lullabies – it’s surprising and fun but serves an important purpose in helping people unwind at the end of the day – in a very 2degrees kind of way.”
The campaign follows earlier Fight for Fair efforts, taking on phone-related stress like oversharing and endless notifications—with this latest round striking a softer, more soothing note.
- Listen to Nigh Nigh Device, Hush Little Phone-y, Rock-a-bye Mobile
CREDITS
Client: 2degrees
Agency: TBWA\New Zealand
Media: OMD
Production Company: Eardrum
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