2degrees

Aug 2026

In a departure from the high-octane messaging typical of the telecommunications industry, 2degrees has launched a whimsical campaign titled Hush Little Baby, effectively positioning the brand as a champion of mindful connectivity. The creative team at TBWA NZ leans into a soothing, dreamlike narrative, centering the campaign on the concept of 'Phone Lullabies' to encourage a healthier relationship with technology. Visually, the project employs a delicate watercolor aesthetic that distinguishes it from standard digital advertisements. By utilizing soft blue and white palettes paired with organic light brushstroke textures, the animation achieves an ethereal atmosphere that feels intentionally disconnected from the frenetic pace of modern life. The centerpiece features two animated, fluffy sheep interacting with a smartphone on cloud-like surfaces, reinforcing a sense of calm and gentle humor. The project relies on a minimalist approach to UI illustration and artistic storytelling, ensuring the message remains both approachable and memorable. Sound design by Sonar Music and Eardrum plays a critical role in grounding this aesthetic, providing an auditory layer that complements the peaceful tone of the animation. Ultimately, the campaign succeeds by merging playful, hand-painted artistry with a sharp, modern brand objective, proving that technology brands can effectively communicate via subtle, emotive imagery rather than relying solely on product specifications or aggressive marketing tactics.

Vertical, Commercial, playful, Pastel

Animation, Watercolour

Telecommunications

Illustrated Frame

Advertising Campaign