Sohini Sen

Viral Now: Huggies' 3D surprise

In its recent video, Huggies has used 3D printing technology to aid a visually-impaired mother-to-be feel her son during an ultrasound.

Technology can truly surprise and amaze. Baby care brand Huggies used simple technology to bring happiness to a would-be mother in Brazil, in its latest campaign. The video shows a visually-impaired mother-to-be getting an ultrasound test. While the doctor describes what he can see and assures that everything is normal, the mother cannot experience the same with her own eyes. The mother, 30-year-old Tatiana Guerra, is curious to know if her son has her chin and nose.

Huggies arranged a 3D printing machine in a room close by and, within fifteen minutes, brought out a package for Tatiana. On opening it, she found that it included a block with her son's face etched on it, along with the words 'I am your son', written in Braille.

Viral Now: Huggies' 3D surprise
Huggies collaborated with Mood agency and digital designers The Goodfellas to create this video which is going viral. Uploaded on April 30, the 'Meeting Murilo' film has received as many as 9.7 million hits on YouTube.

"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," says Priya Patel, director of the baby care category at Kimberly-Clark, Brazil.

"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," adds Mood's managing partner Augusto Cruz Neto.

Earlier, 3D printing had been beautifully utilised by Intel in its 'Project Daniel' video, which has, in the past year, gathered around 200,000 hits on YouTube.

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