At first this commercial for Temptations Tumblers cat treats by adam@eveDDB/London seemed like a brazen effort to hook viewers in by combining two of the most popular subjects on YouTube — top athletes and adorable cats. The first half of the “Time to Play Ball” Temptations commercial did look like an ad for Nike or Adidas, with not a furry paw in sight. But then the shared attributes of jocks and cats came into focus. The athletes looked steely, determined, alert and focused. Even the hairs on their neck stood at attention. The cats, presented in elegant slow motion, exhibited the same kind of single-minded concentration. Nothing distracted them from the tiny Temptations Tumblers tossed their way. The comparison came together nicely and worked. (It didn’t hurt to be able to feature cute cats and buff jocks either.)
The village of Catuera in Paraguay is literally built on a garbage dump that grows by more than 1,500 tons of solid waste each day. The people, including children, who live around this trash heap survive by sorting and recycling the garbage.
Several years ago, Favio Chavez, an ecological technician who worked at the landfill, befriended the poor scavenger families and became acutely aware that the children who worked on the trash pile yearned for something uplifting in their lives. He decided to share his love of playing music by teaching the children to play instruments. At first, Chavez used his own musical instruments to teach them, but so many children wanted to learn that he tried cobbling violins and cellos out of oil cans, jars, scrap wood, forks and other junk to give them something to play, After about four years of experimenting, Chavez and his team began discovering which materials created the best sound. The result is a youth orchestra, now 30 members strong, that produces the sweetest sounds from their recycled instruments. Recently their story has been turned into a documentary, directed by Graham Townsley. It’s an inspiration on many levels.
Designed and built by Ethan Frier and Jonathan Ota, two industrial design students at Carnegie Mellon University, Project Aura is an ingenious solution for making bicyclists more visible at night. That’s the time of day when most bicycle fatalities occur. Thirty-six percent of these accidents happen at intersections. One reason is that while many bikes are equipped with headlights, taillights and reflectors, they aren’t very visible from the side – which means they can be clobbered at intersections or nicked from cars changing lanes without seeing them. Frier and Ota addressed that by installing RGB LEDs inside the rim of the wheels, and made them powered by a wheel dynamo that worked through pedaling. Not only are the lights visible from all sides, they respond to speed of motion, making the wheel lights change from white when at cruising speed to red when slowing down. The rim-mounted LEDs are self-powered (no batteries, motor or switches required), and can be seen from passing vehicles – a great safety idea for cyclists and a relief to motorists – plus they looked really sci-fi cool.