Distributed as a print ad tip-on, this wristband for children is used in combination with an app to help parents relax while on the beach. If the child strays too far, an alarm is triggered on their phone.

Charlie Gschwend: “This campaign has gotten a lot of attention. Deservedly so. The way that it uses a dying medium like print to distribute an innovative technology is genius. What they invented actually solves a problem that helps people. And that it happens to also nail a brand message is pretty okay too.”