Nanit: NYC OOH
2025
Nanit, the leading baby monitor in the U.S., is more than just a monitor. It’s a smart monitor and app that uses advanced sleep-tracking technology to give parents true peace of mind. Nanit challenged us to create a breakthrough message that spoke directly to parents at the moments they needed that reassurance most.
The insight: staying connected to your baby doesn’t pull you out of the moment. It gives you permission to be in it. When parents can check in and see their baby sleeping, they stop worrying and start living.
Introducing My Baby Slept Through It — a contextual out-of-home campaign across New York City that showed parents they don’t have to choose between being a great parent and having a life. The message appeared where parents were out doing adult things: restaurants, commuting hubs, concert venues like Madison Square Garden, and even along the NYC Marathon route. While parents were out living it up (or pushing through 26.2 miles), they were reminded their baby was peacefully sleeping through it all.
