Pringles were featured on Cream recently for an excellent European campaign that allowed consumers to collect on-pack coupons and exchange them for some nifty speakers. But the stroke of genius that got the case study into Cream was the idea that the speaker could be attached to the famous Pringles tube, creating a ersatz speaker system that can be connected to an MP3 player - perfect for groups of friends enjoying music outdoors. 

Read the full case study and watch the video on Cream here. (This case study is free to view for a limited time only)

Shell has signed up to sponsor CNBC’s newly-launched Energy Opportunities, a global collaborative sustainability initiative.

Sustainability seems to be the theme of the day given our two news stories in today's post.

Check out our blog post about a methane-powered car. Would you drive a poo-powered car? 

Part of humanity's reluctance to engage with environmental issues, despite some valiant efforts from the worlds most powerful brands, is due to the fact that people have cut nature out of their lives. A trip to Whole Foods and eating an apple does not count. Read full blog post here.

As a founder of the Digital department at one of the world’s best visual effects and computer animation studios Framestore, Mike Woods has been propelling the company’s digital capabilities forward for the last 10 years. Working out of London and New York, Mike has helped transform the fledgling digital department into one of the most creative and nimble in the industry by channeling Framestore’s 20+ years of TV and film knowledge to generate quality and innovative content and creative for all digital platforms.

Mike’s passion for all things Internet led to him to form Cartel Communique in 1999 as one of the first ever exponents of “made for web” video material. Working with one of London’s first MPEG departments, Cartel was producing “virals” years before the advent of YouTube.

"I’m a classic web geek with a full background in visual effects production. This juxtaposition gets me into all manner of interesting projects and areas, and I have a rampant thirst for new, cool and innovative uses of video. I’ve been sharing these clips within Framestore for many years, so I’m honored to share my selections with the greater Cream community. I hope you enjoy them!”

See Mike's first post here.

• Social networking is the most popular online category in Mexico, with nearly 30% of all time spent on them during July.

Volkswagen 'Bollocks'. Swearing isn't funny. Honest. 

In a move that reeks of a PR stunt, a recent TV spot for Hyundai has been 'banned' from terrestrial TV broadcast in the Netherlands. Online audiences are obviously made of stronger stuff however, as the ad has been allowed to be circulated online. 

Quite what all the fuss is about I'm not sure, but as with the recent Jersey Shore and Abercrombie & Fitch story, there is an air of PR orchestration in the background of this one. 

As a stunt, it's too soon to gauge whether of not it has been successful - but I can't help feeling that a whole lot more could have been made of the interesting, if slightly strange, product innovation at the heart of the campaign. 

by Fiona Blades

Trends or comparisons that illustrate the relationship between difficult alcohol touchpoints and media. For instance, what types of media and which touchpoints are most effective, and how does this compare to other categories. How does it differ from country to country?

The consumption experience is the most effective touchpoint; a universal truth, but one often forgotten

by Bob Nash, 

‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. So said the American advertising pioneer John Wanamaker nearly a century ago – and today a modern version of this problem is causing today’s marketers bigger problems than ever.

The trouble is this: as we all develop ever-more complicated multi media campaigns, it becomes exceptionally difficult to assess exactly which elements have the biggest effect on the campaign as a whole.