Philips Harnessed the Physical Energy of Mothers and Did Something Amazing With It

A practical use for the power of love

Headshot of Angela Natividad

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.

As for where an active mom actually gets her energy? In the video, one puts it perfectly: “That energy comes from love. Love for my children, for my family and for what I do as well.”

Run over and kiss your mother for Argentinian Mother’s Day.

Agency: Wunderman Buenos Aires
Client: Philips
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

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.