The fry box has not changed since it was invented. The same rectangular container, the same tuck-flap top, the same result: ketchup squeezed onto a napkin, balanced on a dashboard, or poured directly onto fries in a way that makes every bite a lottery. 70% of ketchup and fry lovers have spilled sauce while eating […]

Most dessert campaigns sell the product through appetite. McDonald’s France and TBWA\Paris sold the McFlurry through recognition, building a campaign around the specific, sometimes uncomfortable moments of daily life where a cold dessert feels like the only appropriate response. The Proposition The campaign runs on a single line: “Whatever the reason, yours deserves a McFlurry.” […]

Kilteely is a village of 214 people in County Limerick, Ireland. In 2025, it lost its post office, its shops, and several of its pubs over the years, leaving only one standing: Aherns, run by publican Noreen Ahern. Nearing retirement after working close to 90 hours a week, Noreen could no longer keep the doors […]

Marmite renamed itself WeMite for the World Cup and produced three jar sizes based on England fan optimism. Small for quarters, medium for semis, large for “WeMite go and win it.” Distributed through Heathrow Express to fans boarding flights to America, where Marmite is significantly harder to find than heartbreak. Too Good Kenya gave sick […]

Australia is the home of natural disasters. More cyclones have hit in the last 20 years than in the preceding 100. Severe flooding strikes 30% more often than it did a generation ago. Bushfires start earlier and burn longer. By 2035, one in ten Australian homes is projected to be uninsurable. And yet nine in […]

For 150 years, Heinz ketchup and fries have been understood as inseparable. The brand did not need to prove the pairing. What it needed, as cheaper rivals began to take shelf space and inflation-weary shoppers started trading down, was to move the consumer’s mind from “fries need ketchup” to “fries need Heinz specifically.” Rethink Toronto […]

Marmite is the most English thing a person can pack for a trip abroad. It is also nearly impossible to find in the United States. For the 2026 FIFA World Cup, with England fans boarding long-haul flights for weeks of late-night matches, unfamiliar breakfasts, and the specific emotional turbulence that follows England through every tournament, […]

Kenya has the highest per-capita milk consumption in Sub-Saharan Africa. 80% of that milk comes from smallholder farmers, nearly two million of them, most of whom depend on daily milk sales to cover daily expenses. When a cow gets sick and needs antibiotics, Kenyan law requires the farmer to stop selling the milk for three […]

The beauty industry does not need to lie. It has something better: language that sounds scientific without being science at all. Words like “Medical Grade,” “Poreless,” “Fat Freezing,” “Age-Defying,” and “Wrinkle Erasing” appear on packaging alongside real dermatological ingredients, presented with the same authority, dressed in the same clinical aesthetic, but carrying none of the […]

60% of American men mistakenly believe prostate cancer screening begins with an invasive rectal exam. That single misconception is responsible for millions of eligible men avoiding a test that, when it catches the disease early, carries a greater than 99% five-year survival rate. Novartis and Fallon decided the largest television audience in the world was […]

Most cities have tactile paving on their pavements. The raised lines and dots guide visually impaired pedestrians forward and tell them when to stop. What they cannot tell a blind person is what is in front of them, whether the building beside them is a bank, a pharmacy, a restaurant, or a bus stop. In […]

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 […]