The truth is, people like to help but don't want to go out of their way to do so. That is what makes this idea from Pavegen so ingenious. Specially designed paving slabs are compressed as passers-by walk on top of them. The kinetic energy is stored up under the slab for later use. If the idea sounds vaguely familiar, it is probably because Sainbury's implemented a similar system in its Gloucester eco-store last year, where cars entering its car park drive over compressible plates, generating kinetic energy. The Pavegen scheme has already been trialled in East London and there are now plans to roll it out on a wider scale. Great idea, and something we are likely to see a lot more of on our pavements, car park floors and public stairwells soon.

Water wastage might not be your number one concern when on the toilet, especially if doing a number two at the time, but Chinese designer Dang Jingwei has come up with a novel way of being green while on your throne. His design incorporates toilet, sink and mirror into one space-saving device, the water used when washing your hands is later reused for flushing the toilet... clever, just make sure you get the order right.

As Cadbury's is now being taken over by Kraft, it will be interesting to see how the US brand deals with Cadbury's use of music. The iconic British brand has had some notable music campaigns recently,  teaming up with Joss Stone on recent Flake ads, as well as generating considerable success with its various Dairy Milk commercials. These ranged from the now iconic drumming gorilla ad, through to dancing eyebrows and Coco bean sprouting heads roaming through Ghanaian villages.  Kraft itself is currently utilising music in a campaign for one of its Cheese bands (Kraft Singles) by teaming up with Disney ABC to discover America's 'Single Best Town'. Entrants need to submit a photo and short description of what they consider the single best thing about their town in order to win. The winning town will then play host to a block party featuring country music trio Love And Theft.  All well and good in terms of a competition mechanic. However, if Kraft is looking for a new way to market the Cadbury's brand via music, perhaps they should talk to Peter Lardong, a German music lover who makes Chocolate Vinyl. With brands such as Converse and Coca-Cola opting for exclusive track releases in 2009, a band partnership whereby Cadbury's issues an 'exclusive edible single' seems not beyond reason.

Interbank demonstrates how safe people's money is with a tank full of piranhas. I'm not quite sure that's how I want my cash stored, but each to their own:

Nike is encouraging people to drag there sorry asses off the sofa and get running with this campaign in Argentina:

It reads: "Training for the 10k run doesn't just help you. With each kilometre you do, you are helping UNICEF. 

Creating the longest ever ad doesn't really sound like a great record to try and set, but when you take one hot guy, 131 bottles of pink nail varnish and a white Fiat 500, suddenly it seems to make sense.

At pinkmyride.tv

Cream's anonymous columnist would like to have a button that would send 1000 volts through an agency every time any of the following things were mentioned:

The Big Idea

"The world is changing" speech

That you are totally integrated and expert in all areas

These will be the people that will work on my business

Click here to read why

 Picture:  Mykl Roventine on Flickr