Mother’s Day falls a little later in Argentina than for the rest of us. This year it was on Oct. 15. To celebrate it, Philips and agency Wunderman Buenos Aires came up with an inspired idea: “Energía de madre,” or “Mother’s Energy.”
How does Mom find all the strength to do what she does? She’s chasing kids around, managing house (and everything that comes with), and maybe she works. Sometimes she’ll even find the time to do something just for herself, like take a run. It’s kind of magical, the energy that keeps her going.
So Philips harnessed it. It hand-selected a group of 20 influential, super-active moms and attached kinetically powered batteries to their shoes. Then, using the energy created by the women going about their lives, it did something truly moving.
It used the energy to power an entire neonatal ward, literally sending the life force of experienced moms to mothers and kids just embarking on the journey.
The goal of the campaign was both to understand how much energy could be produced by this method, and to find ways to reuse it for others. But “Mother’s Energy” also highlights something else—the sheer work it takes to raise little humans. If you ever doubted motherhood was an actual job, the incubators powered at Sardá Maternity Hospital will say differently.