Maharashtra has a water problem. It is not a problem of infrastructure alone. It is a problem of behaviour, embedded in daily routines so familiar that most adults do not notice it. A tap is running while dishes are soaking. A bucket was overfilled and left. Water pressure left unchecked during bathing. These are not […]

One KFC location in Kyiv’s Blockbuster Mall was underperforming badly enough that permanent closure was being considered. The franchise operator did not renovate it, discount it, or run a promotional campaign around it. They removed every single meat product from the menu and replaced it with a plant-based equivalent. The location that was about to […]

Lebanon was collapsing. Its currency had lost 90% of its value. The government was trying to cancel elections. Newspapers were being shut down by political pressure. The country had no president for two years. An entire generation of Lebanese students had never been taught their own history.  Most newspapers report what is happening. AnNahar, Lebanon’s […]

A toilet paper brand making a campaign about constipation in schoolchildren sounds like a difficult brief. FCB London treated it as a public health issue, backed it with data serious enough to appear in a doctor’s waiting room, and made a television commercial in which a boy skateboarding through a classroom to the school toilets […]

The evidence was already there. It had been accumulating for decades in plain sight, on the breasts of bronze statues in some of Germany’s most visited public spaces, polished to a lighter shade by years of repeated groping from passers-by. TERRE DES FEMMES and Scholz & Friends did not manufacture a campaign concept. They found […]

Apple’s “Shot on iPhone” campaign has been running since 2015. It is one of the most copied visual formats in outdoor advertising history. Clean layout. Bold caption. Arresting image. DAVID São Paulo looked at that format, identified the one assumption built into it, and used Faber-Castell pencils to pull it apart. The Problem the Campaign […]

The 2026 FIFA World Cup kicks off in the United States, Canada, and Mexico in June, the first time the tournament has returned to North America since 1994. Lay’s, an official sponsor of the competition, is running two parallel campaigns targeting two distinct audiences: the 90-market global fanbase who already know the game, and the […]

In June 2018, Domino’s Pizza announced it was hiring road repair crews to fix potholes across the United States. Not because the government asked it to. Not as a generic act of corporate goodwill. Because bumpy roads were ruining the cheese-to-topping ratio on pizzas en route to customers, and Domino’s had decided that was its […]

On May 15, 2026, at midnight ET, Drake dropped Iceman, Habibti, and Maid of Honour simultaneously. Forty-three songs, three studio albums, and his first full solo releases since For All the Dogs in 2023. The surprise reveal of the second and third albums came at the end of a YouTube livestream that closed with Drake […]

Women’s Aid embedded facial detection cameras into a billboard displaying a bruised woman’s face. When passers-by stopped and looked, her injuries began to heal on screen in real time. The longer and the more people looked, the faster she recovered. It generated coverage across 20 countries and reached 326.9 million people. OpenTable hung a towering […]

On October 6, 2022, four days before World Mental Health Day, three well-known European public figures posted their exercise transformation photographs on social media. Dr Alex George, A&E doctor and TV personality. Motsi Mabuse, professional dancer and TV host. Jada Sezer, creator and philanthropist. The before-and-after images were photographed by award-winning portrait photographer Sophie Harris-Taylor, […]

A pub that only serves tap water sounds like a bad business. As a campaign mechanic, it is one of the sharpest executions of 2026. Independent Age, the UK charity working on behalf of older people facing financial hardship, opened The Westminster Tap on April 30 in Westminster to make visible something that most people […]