Argentina's Mother Day took place this month, on October 15, and to mark it, Philips came up with a way to pay tribute to the bounless energy of moms.
Agency Wunderman came up with a system of generating kinetic energy from real-life moms with busy schedules--the idea being that that there's no one more energetic than a mother. The moms wore specially designed shoes with a device on the insoles that collected the power and sent it to batteries. Eventually, the stored energy was used to power a neonatal unit at Sarda maternity hospital in Buenos Aires on Mother's Day.
Wunderman worked with production company Pantera & Co and director Axel Byrfors on the project.