Philips: ‘Energía de madre’ by Wunderman Buenos Aires
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
Moms have so much energy – enough to fuel a household, her children, her partner or spouse, her work, and more. So, in honor of Mother’s Day in Argentina (Oct 15), Wunderman BA and Philips decided to learn more about the energy generated by a group of real moms as they go about their days. The goal was not only to understand the amount of energy produced, but to measure and eventually reuse it in order to help others. After identifying 20 influencer moms in Argentina, the team selected three that they felt had the busiest or most active day to day.
Using a uniquely designed shoe insert, Wunderman BA developed a device capable of accumulating the kinetic energy generated by the steps the three moms take as they perform various activities throughout the day. The energy these moms produced was collected in batteries that were easily swapped out once fully charged.
On Mother’s Day in Argentina, Wunderman BA brought the charged batteries to Sardá Maternity Hospital in order to power the beds in the Neonatal Intensive Care Unit (NICU), where that energy is needed most.
Agency: Wunderman Buenos Aires
Campaign: Energía de madre
Chief Creative Officers: Patán Tarazaga / Dany Minaker
Creative Directors: Pablo Maldonado / Ezequiel Orlandi
Copywriters: Pablo Maldonado / Gastón Durán
Art Directors: Ezequiel Orlandi / Matías Paglieri
Head of Innovation: Vasco Gorosterrazu
Head of Technology: Francisco Facal
Web Developers: Pablo Mendoza / Javier Correa
3D Designer: Pablo Aranguren
Production Manager: Laura Martínez
Accounts Group Director: Mercedes Cores
Accounts Supervisor: María José Cruces
Accounts Executive: Mariana Lares
Head of PR: Daniela Tucci
Production Company: Pantera & Co.
Director: Axel Byrfors
Executive Producer: Manuel Aguer
Producer: Malena Kremenchuzky
Post-production: Barraca Post
Color Correction: Alejandro Armaleo
Editor: Manuel Salomón
Soundmix: G Factory
Band: Salmón Osado
Client Representatives: Pablo Norese / Mariana López / Romina Brignone / Clara Vega Olmos / Diego Stefanoni