ProMate and Ogilvy Sri Lanka noticed that a used notebook covered in ink is invisible to a blind student who reads by touch. During Sri Lanka’s 2022 economic collapse, when Braille paper became unaffordable, a nationwide donation drive collected used notebooks from households across the country and redistributed them to every government school. It became […]

Football sponsorship operates on an assumption so embedded in the industry that it is rarely questioned: meaningful partnerships require significant money, which means they are available only to large brands. Club Deportivo Municipal, a historic Peruvian club competing in Liga 3 after consecutive financial-pressure-driven relegations, and McCann Lima challenged that assumption with a pixelated grid […]

In 2026, the FIFA World Cup and Father’s Day landed in the same week. For Salchichería Alemana, Peru’s leading sausage and charcuterie brand, that coincidence was not a scheduling inconvenience. It was a creative brief. The Insight Football and the backyard grill share more than a weekend time slot. Both are collective rituals built around […]

When news broke that the password protecting the Louvre’s video surveillance system was simply “Louvre,” the story went global within hours. CNN, The Times, VICE, and ABC all covered the security failure as a punchline. Leroy Merlin and its agency BETC Paris, working with BETC Fullsix, saw something else: a free, ready-made promotional hook for […]

When Venezuela’s 2024 presidential election took place, opposition candidate María Corina Machado had already been barred from running against the country’s authoritarian leadership. International observers were excluded. Transparent verification mechanisms were denied to ordinary citizens. The opposition had disputed the legitimacy of Venezuelan elections for years without ever being able to prove it. In 2026, […]

Mexico is the second most dangerous country in the world for journalists, after Gaza. A journalist or a member of their family is attacked there roughly every 14 hours. La Unión Newspaper and human rights organisation Article 19 worked with Grey Mexico City to make that statistic impossible to look away from, and the result, […]

Ladywell faced 84% ad rejection rates for using basic medical terms like “vagina” and “menopause.” Saatchi & Saatchi LA and Tool built the Censorship Scrambler, jumbling letters mid-word so humans could still read it while automated filters could not. The ads ran unblocked for the first time, generating 70 million impressions and a Cannes Silver […]

Throwing rice at a newlywed couple is one of the oldest wedding traditions in the world, a gesture symbolising prosperity and fertility for the marriage ahead. In Greece, where roughly 53,000 weddings take place every year, that tradition has a quiet cost nobody calculates at the altar: hundreds of tons of edible rice scattered on […]

84% of ads related to women’s health get pulled from social media. 90% of women’s health organisations report censorship for using basic, medically accurate language: menopause, perimenopause, miscarriage, vagina, endometriosis. Content about periods and menopause is three times more likely to be blocked than equivalent men’s health content. Ladywell, a women’s wellness supplement brand, lived […]

For more than 14 years, children in Philipstown, a small town in South Africa’s Karoo region, have built racing cars entirely from discarded wire and bottle caps, competing in an annual three-kilometre race through the town’s streets. In a place with high unemployment and few opportunities, the race became one of the only sources of […]

Sponsorship visibility inside football stadiums has a structural problem. A logo on a perimeter board, a name on a stand, even naming rights on the building itself, all of it sits in the background while fans watch the actual game. Attention goes to the players. The brand becomes wallpaper. GUT São Paulo and Mercado Livre […]

FIFA’s “clean stadium” policy has run through every match of the 2026 World Cup: no non-sponsor branding anywhere, on the pitch, in the stands, or in the press room. It is why MetLife Stadium became New York New Jersey Stadium, SoFi became Los Angeles Stadium, and Lumen Field in Seattle had its name taped over. […]