Philips: advert-body-1 by Wunderman Thompson Buenos Aires

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.