This ad for charity Cancer Research U.K. imagines what would happen if a lump suddenly appeared in the sidewalk of a busy street and gradually grew bigger and bigger. What's clever about the idea is that people walking down the street just skirt around the obstruction, ignoring it completely as they attend to the much more important business of their daily lives, whether it's talking, working or carrying their shopping bags home. The tagline is: "It's easy to ignore something especially when we're busy. But spotting cancer sooner could save your life."

London agency Abbott Mead Vickers BBDO worked with production company Rogue, and VFX company Artem, which created multiple sizes of the lump. Each was 3D moulded and carved by a robotic multi-axis sculpting machine, then painted and textured to exactly match the pavement and road surface.

An outdoor campaign supports the film and also tests the public's powers of observation. The posters encourage people to spot anything unusual within the copy and to look out for small changes in the layout, linking those tasks with the importance of spotting cancer early.