This week’s selection of case studies certainly have a strong focus on gaming, which has certainly proven its worth as an engaging medium through which brands can interact with consumers.

We’ve got the Team Durex soccer app which gamifies the pleasures that condoms can provide for men in Hong Kong, Google+ for Business’ Ping Pong Hangout for advertising creatives and Fanta’s exciting social radio game for consumers in Japan. Plus a whole bunch of other great work from around the globe (including the world’s first Tweeting Bra!)

Make sure you check them all out here.

We won’t be hearing from Coca-Cola any time soon and here’s why.

We are used to seeing advertisements piggy-backing on social issues for their own benefit. But here is an example of advertising being pulled for a good cause.

Over the years we have all been tracking the sun-setting of mass marketing as digitally focused brands move toward more sophisticated targeting to aid in reaching their audiences. Cookies and algorithms stalk our every move as we glide through social networks, mobile apps, and websites, extracting a slice of demographic here, a hint of gender or ethnicity there, all with the ultimate goal of generally delivering targeted banner or keyword ads. There is now of course the potential to use that consumer data to create more personal interactions both online and directly within brick-and-mortar retail locations, which are the focus here. This will be the next wave of ‘service with a smile,’ or what PSFK refers to as ‘connected relationship management.’

We’re big fans of out-of-home advertising over here at Cream – and when you add in a digital element and some real-time data, this is what gets us excited.

We’re loving the latest effort from British Airways and OgilvyOne, whereby all BA planes flying over Storm’s Chiswick Towers will trigger ad creative displaying real-time data of that plane, including destination and flight number.  Each day, as any of the estimated 200 BA planes fly over the Clear Channel location, a unique technology will be triggered to replace the current ad on the screens with BA creative which shows a child pointing at the plane alongside the live flight data.

We’ve reached a significant turning point in the industry, where media really is everywhere. The proliferation of screens, messages, technology and social networks means that we are royally bombarded with a variety of different media wherever we are and whenever we want (or don’t want). That’s a lot of clutter to try and get past and the only way to break through the noise is to have a strong point of view, a view that comes through great content.

It’s Friday afternoon which means only one thing – it’s time for your round-up of the latest Cream case studies this week.

We’re most excited by out-of-home campaigns from across the globe this week – just look at Hazeline’s 3D street art in Vietnam. But if that’s not enough, we’ve also got Lancome’s own pink re-modelled bus which delivered an augmented product experience for women in China, as well as a street effort from Corporación Fondo de Prevención Vial in Colombia to promote road safety.

There's also a great case study from Vivo in Brazil, reconnecting festival-goers to their digital life with a t-shirt printed with their most popular Facebook posts and EA Sports creates the internet’s first life-size man – avatar Lionel Messi.

CHECK OUT THE LATEST CASE STUDIES HERE.

Recently I was pulled aside by a client and asked to choose a side, was I in support of gesture-based or touch-based user experiences as the best practice for interactive digital signage. Although I’ve worked with both technologies extensively, I never thought that I would have to choose one or the other as the future of environmental digital experiences.

The video below is the single greatest advertising campaign you'll see this week. This is not hyperbole, it is simply true. So take a look!

The ad, for US construction-themed board game GoldieBlox, not only flips the common misconception of the left-hand side of the brain belonging predominately to males, but also has one of the best chain reaction sequences in an advert since the Honda in from the UK in 2003 below it.