Lotte Co., Ltd.Digital Lullaby

SIX Inc. Hakuhodo Inc.

Digital Lullaby is a curious video that stops the tears of 96.2% of crying infants. Developed to take advantage of infants’ orienting response to changes in their environment not sudden enough to elicit a startle response, the video amassed 5 million views in 130 countries around the world in just half a year. The video was a promotion for a soft candy whose concept is comfort for child-rearing mothers.


  • 2014 ADFEST: Gold (Mobile), Silver (Interactive)

  • 2013 Cannes Lions: Bronze (Cyber)