Restaurants have been refilling empty Heinz bottles with cheaper generic ketchup for decades. The Heinz bottle carries enough brand equity that diners rarely question what is inside it. A table with a Heinz bottle reads as quality regardless of whether the contents are authentic. That assumption is what restaurants exploited and what Heinz, in 2023, […]

The United Nations declared the 2026 World Environment Day theme as “Inspired by Nature. For Climate. For Our Future” under the hashtag #NowForClimate, calling for nature-based solutions to climate resilience. Brands across India and globally used June 5 as a launchpad. Some ran films. Some changed their product. One ran a billboard of testicle skin. […]

Environmental campaigns have spent decades showing melting ice caps, dying oceans, and oil-covered birds. Men have largely continued behaving the same way. Danish NGO Plastic Change and independent creative agency Worth Your While identified a different entry point, one that is considerably more personal and considerably harder to scroll past. The Idea “May contain traces […]

Calm es Simple trained an AI on snoring audio and turned it into a mattress discount on WhatsApp. The worse the recording, the bigger the discount. They also seeded a rumour that a famous Argentine celebrity couple was divorcing. The truth: there was no separation. Just snoring. They ordered a new mattress live on camera. […]

In Brazil, 68% of women say they feel unsafe getting around alone after dark. At a deserted bus stop between 8pm and 5am, the only thing typically present with them is a digital advertising screen. Eletromidia, the country’s leading out-of-home advertising company, and AlmapBBDO decided that was exactly the infrastructure they needed. The Mechanic The […]

Every time someone browses the internet on a non-Apple device, data trackers follow silently across sites, building a profile, feeding ad networks, and running entirely without consent or visibility. Apple has been making this argument since 2019. For the latest chapter, TBWA Media Arts Lab made the invisible visible in the most literal way possible. […]

India’s plastic waste problem is not a future projection. The country’s plastic waste generation doubled from 15.9 lakh tonnes in 2015-16 to 34.7 lakh tonnes in 2019-20, with 50% of that waste remaining uncollected and unprocessed. More than 30 million tonnes of plastic have been dumped in the oceans to date, contaminating and killing more […]

When Sri Lanka’s economy collapsed in 2022, paper prices surged 300% almost overnight. For most students, the cost of notebooks became a stretch. For visually impaired students who needed Braille writing books, which require thick, specialised paper capable of holding embossed dots without tearing, the increase made the material effectively unaffordable. Schools could not source […]

Most Pride Month campaigns add a rainbow to an existing logo and move on. The brands worth studying are the ones that made a structural decision, whether about their product, their packaging, their platform, or their silence, that carried the weight of their stated position. Here are nine of those campaigns, with the context each […]

Samsung has been the world’s number one TV brand for 20 consecutive years, according to Omdia data from February 2026. To mark the milestone during a World Cup year, the brand and BBH Singapore built a campaign around a single visual idea borrowed directly from football: championship stars. The Film In football, every World Cup […]

Three years ago, Akcelo pitched McDonald’s Australia an idea that required the brand to trust itself completely. No logo. No product shot. No brand name. Nothing except a few words, three colours, and an assumption that every Australian already knows exactly where the ad is pointing. The campaign launched nationally this week. It is called […]

Thai Life Insurance has produced some of the most emotionally precise advertising films in Asia over the past decade. Its collaboration with Ogilvy Bangkok has consistently found stories that say something true about Thai culture without manufacturing sentimentality. Unfading Love, the launch film for the brand’s Make Social Media Meaningful campaign, is the most structurally […]