The 2026 FIFA World Cup has already produced more red cards than the last two tournaments combined. Every fan watching knows exactly what a red card looks like, and every fan watching knows exactly what a Heinz ketchup packet looks like. Heinz and The Kitchen noticed these two objects are the same shape and the […]

Millions of English football fans ask the same question before every England match: “What time is kickoff?” For England’s opening 2026 World Cup fixture against Croatia, Women’s Aid and ELVIS gave everyone the wrong answer. Deliberately. The Campaign The Other Kick Off launched on June 17, 2026, the day before England’s opening World Cup match. […]

Art has never been squeamish about blood. Battles rendered in oil paint. Martyrdoms carved into marble. Wounds celebrated in sculpture. Violence depicted across every museum wall in the world without restriction, without content warnings, without removal. One kind of blood has been consistently, systematically absent from those walls for the entirety of recorded art history. […]

In France, home insurance is mandatory by law. Every household must have it. AXA, the country’s leading insurer, holds approximately 2.5 million home insurance contracts. In April 2025, Publicis Conseil Paris identified three words that could turn that legal infrastructure into a lifeline: “and domestic violence.” The Problem France’s domestic violence crisis is not small. […]

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 […]