Car companies are trying to increase their market share by providing more affordable environmentally-friendly models that utilize alternative fuel sources to petrol. Volvo created a system that literally stole energy from other cars to charge their new hybrid XC90 T8. They installed pressure plates on a road that captured waste energy, so every time they were driven over, they generated electricity for a hybrid parked nearby. The driver’s attention was captured by a message projected on a large screen, like “Thanks for the extra miles, Jeep.”

The campaign was recognised for its product innovation at the 2016 Bronze Clio Awards.