Ura.Ru highlighted pothole issues in Yekaterinburg, Russia by painting politicians' faces on three potholes, which resulted in the potholes being quickly fixed due to the media attention. IBM showed new ways to interact with tennis tournament data through their Data Wall at the US Open. A Chilean company used YouTube's ad skipping feature creatively in a video that allowed viewers to skip an undesirable behavior rather than the ad.

1. 17.09.12

2. This Week...
Potholes, US Open Data Wall, Skip behaviour not ad, Chewmelier and Artistic Showering
Potholes
Ura.ru
US Open Data Wall
IBM
Skip behaviour, not ad
Sodimac et la Casa Eco
Chewmelier
Maynard Wine Gums
Artistic Showering
Lux

3. Potholes
Ura.Ru
The quality of roads is an eternal problem of
Yekaterinburg – the fourth largest city of Russia. The
local site URA.RU, which writes about life in the
city, teamed up with ad agency Voskhod to remind
politicians that it is their duty to repair the roads, and
highlight their so far broken promises to do so.
How they did it was by painting their faces on three
potholes to highlight the issue. What followed was
massive coverage and media attention that resulted in
each pothole being fixed.

4. US Open Data Wall
IBM
.
It wasn’t just Andy Murray breaking new ground at the
US Open last week. IBM’s Data Wall showed new ways
for people to interact with all the data that the
tournament generates.

5. Skip behaviour, not ad
Sodimac et La Casa Eco
Chili-based environmental concern Sodimac et La Casa
Eco has made brilliant use of YouTube's newish ad
skipping feature. A two minute video illustrates how the
entity incorporated the ad skipping feature into their
creative by adding a Skip This Behavior button which
would appear just above and at the same moment as
the Skip Ad button would appear.
Messaging would ask viewers whether they wanted to
skip a certain behavior (using too much water, for
example) or skip the ad. It worked. In one week, 80,000
people clicked the Skip This Behavior button.

6. Chewmelier
Maynard Wine Gums
Most people at wine shows know how to appreciate a fine
wine, but do they know how to appreciate a fine Maynards
Wine Gum?

7. Artistic showering
Lux
Lux have really tried to differentiate their advertising
through two very artistic and magical projects.
Project 1 – Lux Magic Spell Shower Gel
In some select ladies’ shower rooms in Singapore, the
walls and floors were covered with stickers made using
special hydrochromic ink. Upon contact with water, the
white ink disappeared to magically reveal beautiful trails
of orchids, allowing users to feel the magic of the
shower gel first hand.
Project 2 – Liquid soap art
Lux got Spanish artist Gabriel Moreno to create the first
painting ever made with liquid soap.