"What do you want for your birthday?" I asked the precocious offspring and she asked for a white puppy, a black kitten and a Samsung Galaxy Edge+. You see, she explained, "it'll show you on the edge when you get messages." It does? Now, a creative team from DDB Stockholm set out to inform old folks like me who only thought that edge was cool design of the usefulness of getting messages on the edge. They took one part corner posters and one part interactive digital posters, and made a interactive corner poster that alerted people of what was around the corner. Very clever! In a nearby café the team waited, sending out prepared macros and amusing passers by. I must say, now I want a Samsung Galaxy Edge too, this is a useful feature.

I'm not sure if the film has been digitally altered to have English text but I suspect this, as "latte-mamma" is an expression in Swedish, denoting a maternity leave mom with her pram. That doesn't quite work in English.

Advertising Agency: DDB, Stockholm, Sweden Copywriter: Nick Christiansen Art Director: Joel Ekstrand Business Director: Jacob Sandström Account Director: Christian Westelindh Planner: Patrick Wilkorsz Account manager: Susanne Ytterlid Production Company: Stopp