By uniting two kinds of widespread, well known technologies (4D ultrasound exam + 3D printing) we provided a way of social inclusion for visually impaired moms-to-be, turning something cold and lifeless into a way of strengthening the most important human bond: mother and son. The creative output is the result of a data-based idea that can be replicated and turned into a scalable product by any hospital or clinic around the world from today on and that is already being referred as a benchmark in prenatal care. The campaign telling the true story of the project hit at least 30 countries and more than 9 million YouTube views in less than a week. “Meeting Murilo” generated US$ 12+ million worth in earned media and 2.3 billion impressions including segments in The Huffington Post, Time Magazine, People Magazine, ABC TV, CBS News, CNN, FOX News, New York Daily News, UK Daily Mail, The Telegraph, Mirror, RTL Nieuws, Rede Globo, Mashable, BuzzFeed, FastCompany, C|Net, Reddit and more. But most importantly, it inspired women all over the world to share Huggies’ message and express their pride of being a mother.

Common 4D ultrasound machines generate a standard universal “.dicom” file containing the baby scan. We needed to turn it into a 3D printable file while keeping it accurate and identical to the original data. So we used a 3D modeling software to open it and re-create the baby with attention to every physiognomy details including its actual position inside the uterus. After the 3D model was ready we turned it into a real-size sculpture using a standard-type 3D printer. The idea was to make something anatomic, easy to hold and we even added a braille inscription: “Hello Mom, I’m your son”. The piece was wrapped in a baby blanket and delivered to each Mom by surprise. Their natural reactions became the center of each film in the campaign, bringing the brand’s proposal in a whole new way of touching our target.