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Journalist Choice
Paris, France
Renault - "The Dream Cradle" by Epica Awards 2017

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TitleThe Dream Cradle
BriefThe idea was to develop a product solution to mimic the magic movements of the car trip: "The Dream Cradle". It's a base, on which to place the cradle, that enables parents to lull the baby at home, without having to leave the house and drive, especially at night. The Dream Cradle is activated through an App that allows to adjust intensity, direction and slope. Putting a baby to sleep is not always easy, but there’s one trick all parents know: take them for a drive. The problem is that parents are forced to go out driving in the middle of the night, and by doing so put their safety at risk. The Dream Cradle by Renault is the solution: the first commercial cradle that recreates the movements of a car journey at home. It was inspired by an Argentinian Renault commercial from 2016. By an extraordinary coincidence, two drive-simulating cradles were entered (and won) in the Product Design category this year. Renault's version is a commercially available product that once again recreates the feeling of going for a sleep-inducing drive in the comfort of the parents' home.
Agency
Campaign The Dream Cradle
Advertiser Renault
Brand Renault

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