The Brief:Crime is on the increase, especially against the more vulnerable of society. So Eveready produced the Panic Alarm – a personal, self defence device that uses surprise and impact as the deterrent.The Solution:Naga DDB produced a television/viral ad that showed a fragile old lady in a rather seedy part of the neighbourhood. And just when we thought that she might be in trouble, she surprises us with a whopping 115-decibel punch. A punch powerful enough to keep even the meanest baddie at bay.