LIGA CONTRA EL CANCER | Shadow WiFi | 2015
The invention where WiFi only connects in the shade / LIGA CONTRA EL CANCER "Shadow WiFi"
On a beach in Peru stands a big blue wall. Get close, and your phone picks up WiFi on its own. But the signal only reaches inside the shadow the wall creates.
The problem
Skin cancer is one of the fast-moving, dangerous cancers, and cases have been spreading in Peru too. People have long been told to avoid the sun between noon and 4pm, when it's strongest. But most people just tune that advice out.
The insight
What can people not let go of more than the sun? The answer turned out to be WiFi. Instead of warning people about danger, all you need is one good reason to make them want to step into the shade. It's an idea that satisfies both health and desire in the same place.
The idea
A blue structure set up on Playa Agua Dulce beach gives off free WiFi that only connects inside its shadow. As the sun moves, the shadow moves too, and an antenna tracks it so the signal moves along with it. It could connect 250 people at once, and before connecting, people were shown information about skin cancer and UV danger, along with a prompt to sign up by email for sun care tips.
What happened
The campaign won a Gold Lion and two Bronze Lions at Cannes Lions. The software was released for free for nonprofit use.
Afterthought
No lecturing, no scare tactics—just a simple trade. Want WiFi? Step into the shade. That's it. Picture a crowd of people shuffling along, chasing the shadow of a big blue wall—it's a serious message, but the image is kind of funny too.
Awards
- Cannes Lions Gold 2015
