New Zealand telco 2degrees has launched an innovative audio campaign that transforms the very sounds that usually keep users glued to their screens into a playful reminder to unplug. In collaboration with TBWA\NZ and audio specialist Eardrum, the campaign reimagines classic bedtime lullabies using mobile phone notifications — all part of a broader mission to foster healthier phone habits among Kiwis.
The campaign, titled “Phone Lullabies,” features three familiar tunes — Rock-a-bye Baby, Brahms’ Lullaby, and Hush Little Baby — reworked using only mobile-generated sounds like dings, buzzes, swipes, and alerts. These audio cues, typically designed to capture attention and prolong screen time, have been restructured into calming soundscapes that encourage listeners to put their phones (and themselves) to bed.
Aired across streaming platforms like Spotify and late-night radio channels, the lullabies are timed to coincide with listeners' bedtime routines, gently nudging them toward digital disconnection and restful sleep.
“We’ve all been there — a last scroll before bed that somehow turns into an hour,” says Dave Pearce, GM of Marketing at 2degrees. “This campaign builds on our ongoing goal to support digital wellbeing in ways that are engaging and disarming. By flipping the function of these everyday sounds, we’re offering a gentle prompt to power down.”
The project is part of 2degrees’ broader “Fairer Phones” platform, which seeks to address the negative side effects of modern phone use — from oversharing to notification overload. With Phone Lullabies, the brand continues its fight for fair digital habits, delivering messages that resonate without preaching.
Shane Bradnick, Chief Creative Officer at TBWA\NZ, emphasized the unexpected charm of the approach: “There’s something compelling about using familiar sounds in unfamiliar ways. Turning notification noises into soothing lullabies was both a fun and purposeful way to help people unwind — the kind of surprising idea that feels very true to the 2degrees spirit.”
The campaign follows previous successful initiatives by 2degrees aimed at promoting digital balance. This latest effort positions the telco not only as a service provider but as a thoughtful voice in the conversation about technology and wellbeing — gently reminding us that sometimes, the kindest thing we can do with our phone is put it to sleep.
