What do people want on the beach these days, more than a tan? Answer: Wi-Fi.
This stunt for the Peruvian League Against Cancer, by agency Happiness Brussels, gave beachgoers free Wi-Fi, but only if they stood in the shade. The agency erected a large blue block structure on Peru's Playa Agua Dulce, with a directional antenna ensuring the signal only works in the shadow area. As the sun moves round, the Wi-Fi users have to do so too. To connect to the network, they have to register on a web page that gives them sun awareness information.
Whether or not it actually prevented anyone getting burnt (as presumably they were all uploading photos of themselves lying in the sun and frolicking in th sea, and going back to take some more), we're not sure, but it's a great stunt to highlight the dangers of sunbathing. Happiness says it hopes to expand the project to San Francisco and New Zealand in collaboration with other cancer charities.
In another creative sun awareness campaign this week, Nivea planted a sunscreen ad underwater, building an artificial reef to target snorkellers in the United Arab Emirates.