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. […]

Cigarette butts make up roughly a third of all litter in the UK and are found on 99% of town centre streets. Cleaning them costs the City of Westminster alone around £3.8 million a year. Most anti-littering campaigns approach this with fines, signage, or moral appeals. UK sustainability charity Hubbub tried something different in 2015: […]

Polaroid does not run conventional advertising campaigns anymore. It runs cultural provocations, and the latest one takes direct aim at one of AI’s least discussed environmental costs: water. The Billboard On June 18, 2026, Polaroid installed a billboard on the sand at New York’s Coney Island Beach. The line printed across it reads: “Go jump […]

IKEA does not have a World Cup sponsorship. It does not have broadcast rights, player endorsements, or stadium signage. What it has is a catalogue with thousands of products in every colour combination imaginable, and Dentsu Creative just proved that’s enough to build a tournament campaign that costs nothing in sponsorship fees. The Idea “Assemble […]

PETA has spent the last year building a trilogy of campaigns with SAMY that share one strategic decision: stop showing animal suffering and start showing what a plant-based diet does for the person eating it. The approach inverts decades of animal rights advertising, and the results suggest the inversion is working. Good Sh*t (2025): The […]

The Belted Galloway is a Scottish cattle breed characterised by a solid black coat with a distinctive white band around the middle of its body. Stand one next to an Oreo cookie, and the visual match is immediate. VML Mexico City noticed this, brought it to Oreo and Mondelēz International, and built a campaign around […]

In Brazil, every retail store is legally required to keep a Consumer Protection Code visible at the counter. It is a regulatory formality, a book most shoppers never open, and most retailers never expect anyone to read. L’Oréal Luxe and agency Beta Collective looked at that mandatory object and saw an opportunity nobody else had […]

The statistic that drives the Undropped Kit is simple and damning. 64% of UK girls drop out of sport before the age of 16. The consequences run well beyond physical fitness. Girls active during adolescence are 20% less likely to develop breast cancer in later life. There is a direct documented connection between exercising as […]

The 2026 FIFA World Cup is being hosted across the United States, Canada, and Mexico. For European football fans, that means matches kicking off in the dead of night. A crucial group stage game. Extra time. A penalty shootout. At 3am. With a partner trying to sleep in the next room. Betclic, the European sports […]

Businesses have designed products, services, and customer experiences for every significant life phase. Education. First jobs. Marriage. Home ownership. Pregnancy. Divorce. Retirement. There is one phase that almost every living person will eventually reach, and that virtually no business has ever deliberately designed for. Dying. Hospice New Zealand and McCann Wellington identified that gap, and […]

FIFA’s “clean venue” policy exists to protect its sponsors. It requires every non-sponsor brand to be removed or covered at all 16 host stadiums during the 2026 FIFA World Cup. The policy has generated one of the tournament’s most talked-about brand moments, and the brand that created it was not an official sponsor. It was […]