Huggies has announced the launch of a new campaign that presents a never-before-seen vision of the maternal bond. Created by the Brazilian agency Mood to celebrate Mother's Day in the Americas (which took place last Sunday), “Meeting Murilo” is based around a social experiment captured on film, which sees a visually-impaired mother touch her son for the first time during an ultrasound. Her child's face is reproduced via a 3D printer (supplied by 3D printing firm "The Goodfellas”), allowing the mother-to-be to feel her unborn child with her fingers months before it's due.
Huggies and Mood have launched a new campaign that presents a never-before-seen vision of the maternal bond
The mother in question is Tatiana Guerra, who has dealt with the constant challenge of visual impairment since she was 17, after being diagnosed with optic neuritis, a rare inflammation of the optic nerve. In the film, and with the support of Huggies, Tatiana experiences what would be a routine ultrasound for a visually unimpaired mother, only with a rare insight that can only come from someone who has spent her entire adult life overcoming adversity. The astonishing film, which was released to Facebook and YouTube earlier this month, as well as on the official Huggies website, was produced by La casa de la madre, and directed by Jorge Brivilati. It's part of a larger ad campaign from the company dubbed “Counting The Days,” and the tagline for the campaign; “Every mom deserves to embrace each moment,” is reflected in the video's subtle, emotional tone.
Huggies Presents: Meeting Murilo
Of course, aside from the emotional story told in the 4 minute film (above), the campaign also presents some pretty astounding technological advances, which provide a new way of bringing mothers and children together in moments that, until now, couldn't even have been imagined. The campaign, which also presents a new line of “First 100 Days” Huggies products designed for new mothers, also introduces inspiring videos telling the stories of other visually-impaired mothers. One particularly moving story is that of Marcia Vieira, a visually impaired woman who was told when she was five months pregnant that she had a change to see again, but it would involve giving up her unborn child.
The film shows the face of the visually impaired mother's unborn child being reproduced via high quality 3D printing
Priya Patel, director of the baby care category at Kimberly-Clark Brazil, Huggie's parent company in the region, said: “As a brand, Huggies considers each moment of this new phase in the lives of many women: the maternal role. Huggies wants to provide moms a unique experience by allowing Tatiana to hug her baby during the ultrasound. Huggies believes that such protective embrace and bond help babies grow up happy.” Mood's managing partner Augusto Cruz Neto, adds: “This is a very brave and daring project, which meets Mood's characteristics conveying modernity and showing our innovative and technological side. It's ideas like this, led by creative directors Bruno Brasileiro, Felipe Munhoz and Rafael Gonzaga, as well as by André Felix, head of digital, that we want to keep putting out there for our customers.”
