In 2015, Loughborough University graduate Laurence Kemball-Cook developed a technology that could convert the kinetic energy from a footstep into electricity. Now, pop star Pixie Lott wants to get her fans on their feet and dancing for a good cause.
Speaking to IBTimes UK ahead of the launch of Shell's latest #MakeTheFuture campaign, the 26-year-old songstress said she was determined to do her part to promote sustainable energy.
"This guy called Lawrence came up with this idea where if you tread on a tile it creates energy to power lights or whatever it is that you want. So I can do a gig and do a dance routine on the tiles and maybe that could power the lights for the gig - that would be quite cool," she said.
Lott teams up with international stars American Idol alumni Jennifer Hudson, Brazilian singer Luan Santana, Indian performer Monali Thakur and Nigerian music star Yemi Alade for a global collaboration to support Shell's push for cleaner energy.
"We want to get this message to as many people as possible. That's why it has been so great collaborating with artists from all different countries because it's obviously going to reach those places and we can get more people knowing about this," the Cry Me Out hitmaker said.
For the music video, the group have covered Imagine Dragons' On Top of the World. Cutting-edge custom animations are used to tell the story of the impact of Shell-supported clean energy projects in Brazil, China, the US, Kenya and India.
"It was incredible to see first-hand how it changes people's lives," Lott said.
Making science less intimidating
Shell's campaign is in response to research that suggests that the Earth is likely to warm significantly in the next 100 years. The goal is to use pop culture to showcase new technology and make science feel less intimidating.
"Songs can impact change," added Lott. "Music is a universal language that everyone understands and it helps get important messages out there."
Lott hopes the video, which is aimed at millennials, inspires young scientists to create their own innovative ideas for sustainability.
"That's why things like this video for the MakeThe Future campaign is really amazing because it makes people more aware who maybe weren't sure of what is going on, or weren't even aware of clean energy or how important it is. Getting the message out there is really important.
"Anything that people can do to help get the message out there, whether through retweeting this video or just being more aware in your house turning off lights because every little helps."
She added: "People need to be more aware and stop thinking about just the now because we do have to think of the future for our next generation, for our kids' kids' kids. The decisions you make now have consequences. If we can make a better future, we have to start now. The more people who get on board with that, obviously the better."