This is the first time anybody has been able to speak optically with cells deep inside the body, and the sheer number of possible applications is dizzying. Monitor cells could sit happily for years near a problem site until they light up in response to a worrying chemical symptom — imagine if your wristwatch could alert you to allergens in your system, prompting you to pop an antihistamine. Hunter-killer immune cells could flood the blood stream in response to a blue-light signal, a sort of endogenous antibiotic under your doctor’s control. Such uses are totally plausible, given a mechanism of communication between internal cells and the outside world.
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YouTube’s Head of Brand Engagement David Mogensen explains how marketers are prioritizing engagement through nimble media, ads consumers choose, and longer campaign windows. Learn more at Google Think Insights.
As a sponsor of the London 2012 Olympics and Paralympics, EDF wanted to celebrate its involvement and bring a new brand positioning to life. This was a big task, given the negative sentiment toward utility brands and higher profile of other sponsors.