This weeks ignition 5 from Nicola and Vanessa

1. 5 21 st June 2010

2. 1. Rethinking traditions Nearly a decade old, Pilot Pens had built a business around an art form, penmanship, which is being replaced with the tap, tap, tap of qwerty keyboards Pilot has always prided itself on being present at a time when people wrote personal messages so it launched an application that allowed the user to create a personalised font using their own handwriting. Users need to visit the Pilot handwriting website and print off a template featuring a space for every letter of the alphabet in lower and upper case. Then they either scan the template manually or show the page to a webcam and the programme copies the outline of your handwriting and turns it into a personal font, which can then be shared on Facebook or sent out in 'handwritten' emails. The result is a personally handwritten message in a digital form.

3. 1. Pilot Pen handwritten email

4. 2. Global Fund – Baby in the sky France’s first lady Carla Bruni has launched Born HIV Free , a campaign to highlight the plight of the hundreds of thousands of babies born each year with HIV. To mark the launch, Passion Paris animation collective Bonzom have created a free floating, phantasmagorical film, Baby In The Sky. Full of vivid colour and tinged with a dreamlike quality, the film follows a baby as it takes flight and embraces an HIV-free future. “The idea was to avoid playing on this concept of guilt to encourage people to give, more to promote the feeling of sharing and desire. In the case of mother-to-child HIV transmission, the drugs are available – the problem is one of mobilization,” explain Passion Paris executive producer Marc Bodin-Joyeux and Jack from Bonzom .

5. 2. Global Fund – Baby in the sky

6. 3. True Blood App Ad I’m yet to see many good rich media (in app) iPhone ads, so this feels like a great execution in a very relevant space on the Variety.com iPhone App in the lead up to the launch of True Blood Season 3. When the ad appears, any touch to the screen leaves a bloody print. The ad gives you a few seconds of finger print fun before a thick 3D looking blood stream slides over the entire app interface to reveal the “Do Bad Things” line and instant access to the series trailer.

7. 3. Clever in Ap Ad

8. 4. Specsavers – the Specs Effect Can anything overpower The Lynx Effect? This brand new spot answers the question in true Specsavers style… Directed by multi award-winning director Daniel Kleinman (Rattling Stick) and written by Specsavers creatives Neil Brush and Simon Bougourd.

9. Specsavers – The Specs Effect

10. 5 . Creative World Cup ad Two branded hanging sculptures in South Africa to celebrate the world cup. Nike and Coke do it again. Creative and eye catching… (By the way…Nike’s “ Write the Future ” 3-minute video campaign has attracted more World Cup-related mentions than Adidas, Coca-Cola, Sony and Visa, according to a new report by Nielsen. The video, which we showcased a few weeks ago, has created significantly more online buzz – based on an analysis of blogs, message boards and social networking websites – and developed more of an association to the World Cup than any other brand’s efforts to date.)

11. 5. Coca Cola sculpture in Johannesburg

12. 5. Nike in shopping centre Johannesburg