However bizarre it may sound, converting urine into electricity is very feasible. The technology was put to the test in the "Electric Pee" project during Carnival in Rio de Janeiro, Brazil, by advertising firm J. Walter Thompson Brazil.

Public restrooms are scarce during the annual street festival that brings in revelers from around the world, and public urination has been a perpetual problem. The stench lasts for days and the situation becomes so bad every year that the city has created an awareness campaign.

In coming up with a creative solution, JWT partnered with the band AfroReggae for the "Electric Pee" project, renting portable urinals from Fla-con, a specialized chemical company that represents KROS, a manufacturer of mobile urinals in Brazil. Energy is generated from the flow of urine passing over turbines, a process JWT says is similar to that of a hydroelectric power plant. The power is then stored in batteries and provides portable power to AfroReggae's sound system.

"They took care of all the logistics related to cleaning, transport and maintenance," Rodrigo Alberini, a digital producer at JWT, told TakePart. "But JWT created the concept and design and adapted the urinals for this specific use, supported by our technical partner Biz&Sys."

Ricardo John, chief creative officer at JWT, said: "We thought we'd turn a sore subject, which generated much controversy, into something lighter and fun. We will reward with lots of music those who can hold it in a little longer and pee in the right place. It is educational and has a strong built-in social nature."

Researchers at the University of the West of England, Bristol, "confirmed that urine-powered fuel cells are technically feasible, and the team now hopes to scale up a prototype system capable of powering homes, businesses or even a small village . . . [they] are particularly interested in using the 38 billion liters of urine produced each day by farm animals."