Premature birth charity March of Dimes reminds us that the sound of a baby crying can be a beautiful thing in a video that crowdsourced real-life cries from newborns to make a lullaby.
Agency Barkley created a site that invited parents to "donate a cry" by sharing an audio or video file. They then worked with a music partner to incorporate the donated cries along with real babies' recorded cries into the notes of Brahm's Lullaby.
The 30-second "lullacry" spot, seen here, was also turned into a two-hour long-form lullaby video on YouTube designed to comfort and sooth the nerves of crying babies and new parents.
"We wanted to create something that proved how the organization celebrates every baby's first sign of life: the cry. Turning those screams and tears into a beautiful lullaby felt like a fitting tribute," says Katy Hornaday, executive VP, executive creative director at Barkley, in a statement.