Last week took place the award ceremony for London International Advertising Awards, which in many aspects felt like a déjà vu of Cannes. Most of the winners had already picked up some trophy before, which is not surprising LIAA being the last of the big shows in the year.

An exception to that, if I’m not mistaken, is this idea for St John Ambulance in Hamburg, to fight drink & driving.

As a very targeted reminder, they installed a series of micro radio stations that would transmit from small crosses built on the streets near the traffic lights. These devices would override the frequency of popular youth radio stations and play a radio spot from the point of view of an accident victim.

Simple idea, and again what counts is the near invible use of technology to create some magic.

Regional Executive Creative Director, Geometry Global Asia Pacific