We hadn’t heard of the European Excellence Awards – probably because it’s a PR award show. But we’re paying some attention to it, because one of the better ideas we featured last year was awarded there: the Safe Sound Scooter. It was specially created for Domino’s to spread the taste; the scooter doesn’t say ‘Vroooom’, but ‘Mmmm, tasty.’ And by calling it a ‘Safe Sound Scooter’, the PR story could travel further than solely through advertising/media related titles. It also became general news, since the question whether electric scooters are allowed to make this kind of noise, triggered a broader interest. The answer was ‘yes’ and the government even changed the legislation for electric vehicles. Smart one. The agencies behind it; Indie, Mediatic, and Proudly Presents also won the ‘Best Agency Benelux’ award.