Pregnancy begins long before a baby is born, but mothers and fathers experience those months very differently.
While mothers can physically feel every movement, fathers can only witness the pregnancy from the outside.
For Father’s Day, Huggies had an opportunity to do more than celebrate expectant dads. The brand could help them feel closer to an experience they were emotionally part of but physically unable to share.
We created two connected pregnancy belts: one for the mother and one for the father.
Electronic sensors detected the baby’s movements in the mother’s womb and transmitted them instantly to the father’s belt through light and vibrations, allowing him to feel each kick in the same place and at the same moment.
Instead of communicating the emotional bond between parents and their unborn child, Huggies made that bond physically tangible.
The prototype was created specifically for the experience and filmed with real expectant couples in Buenos Aires.
