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. […]

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 […]