Switched-on shade

The association between a dark mahogany tone and healthy skin is waning, but old habits die hard and we continue to flock to beaches and parks in droves at the first sign of summer. Ad agency Happiness Brussels has found a novel way to challenge this behaviour by creating a directional wifi system that only activates in the shade. ‘The entire system calibrates itself, searches for the sun and then starts to follow it throughout the day,’ managing partner Pascal Kemajou tells LS:N Global. ‘It’s all open source, which means the software and technology can be used by any foundation against cancer, anywhere in the world’.

Big Picture: Shock tactics are no longer effective at educating an audience and subtler participatory programmes can have a bigger impact. The potential for brands in this area has already been proven by Nivea’s award-winning Sun Kids initiative.