Terrific idea from Shell together with JWT London … using human energy to generate electrical energy. In a nutshell special tiles installed under a football pitch in one of Rio’s favelas now generates electricity allowing thousands of people in this poor community to enjoy what they love best – football.
I “steal with pride”, Matt Eastwood’s Worldwide CCO of JWT comments on the campaign below. You can read more on the Shell website as well as some pictures of it in action here.
What a great idea.
I’m really pleased to be able to share a truly pioneering idea from JWT London on behalf of one of our most important global clients, Shell.
JWT and Shell joined forces nearly two years ago to shine a light on the world’s energy future by unveiling a first-of-its-kind player-powered football pitch (for the Americans on this note, that’s a soccer field) in the heart of a Rio de Janeiro favela, Morro da Mineira.
The project is part of the Shell #makethefuture program, designed to inspire a younger generation to consider and get involved in science.
Morro da Mineira is part of a complex of favelas in the heart of Rio de Janeiro. It had a largely unusable football pitch that was forcing young people to play in the streets. What’s more, because of the limited supply of electricity (common in many of the favelas) they couldn’t play once the sun went down.
The pitch redevelopment was led by JWT, working with Brazilian and British technical partners to install 200 high-tech floor tiles from Pavagen, a brand new technology that Shell invested in through its LiveWIRE funding program. The tiles capture the kinetic energy created by the movement of the players, which is then converted into renewable electricity to power the pitch floodlights. Joined by Brazilian football legend Pelé for the unveiling, the project is an incredible idea and, as of now, the largest installation of its kind.
Click here to see the photos: http://bit.ly/ZhkuZb
The project will be playing its part in transforming the lives of the thousands of people who live in the Morro da Mineira community, who have largely been left to fend for themselves by the government. It’s a living example of the power of JWT’s pioneering spirit.
Bravo to the entire team that made this happen.