Smart Sleep – British Gas

To support the new brand proposition “We’re With You,” British Gas wanted to show they were more than an energy supplier to their customers.


A new baby can often turn a smooth-running home upside down and sleepless nights are one of the main causes of anxiety for new parents. “SmartSleep” takes the loved brand icon, Wilbur the Penguin, and creates a cute companion to help babies sleep safely and soundly through the night, restoring harmony to the household.


Wilbur measures temperature in the cot and connects to your Hive heating system, automatically regulating the room to the perfect temperature throughout the night. Parents will be able to track their baby’s room temperature live on an app too, so they can sleep soundly, knowing that any temperature drops or increases means they’ll be alerted immediately via their phones.

Creative Concept