No Ugly

No Ugly is a brand of health and wellness tonics from New Zealand, that Innocean helped launch here in Australia. First off the ranks was No Ugly Sleep and the Lullabies campaign.

Insomnia is on the rise globally and here in Australia, most often caused by stress and anxiety. The No Ugly Lullabies campaign asked Aussies on social media what was keeping them awake at night, and turned their worries into tranquil lullabies.

The activation was reactive. So the team created bespoke lullabies with musician Bronte Hoarder as the submissions poured in.
We wrote, composed, recorded and replied with lullabies about anything and everything. From errant huntsman spiders lurking in bedrooms to the neighbours upstairs' 'nocturnal activities'.