Coca-Cola’s contour bottle is one of the most recognised design objects in the world. In Southeast Asia, it rarely reaches the dining table. The chopstick does. That gap between a globally iconic shape and the most culturally embedded dining utensil in the region is exactly where Ogilvy found the brief. The Problem the Campaign Identified […]

Most beer brands own an occasion. Corona owns a feeling, and the sun is its primary creative tool. For over a decade, the brand has been building a body of work that treats sunlight not as a scenic backdrop but as a functional advertising medium, a product ingredient, and occasionally, a co-author of the visual […]

Most advocacy campaigns argue from the position of the people being harmed. Smartphone Free Childhood argued from the position of the people profiting. The result is a two-minute satirical film that has done more to communicate the structural problem with children on social media than most serious documentaries on the subject. The Film and the […]

There is a poster somewhere in the UK that looks like it was installed by someone having a very bad day. The creative is mis-sized. The board is crooked. Mud is splattered across its face. Walk past quickly, and you would assume the outdoor company made a catastrophic error. Look closer, and you have just […]

Most health awareness campaigns tell people to check themselves. Melanoma Focus identified a specific anatomical problem with that instruction and built a campaign around it. The scalp and neck are the areas where one in four melanoma cases in men occur. They are also the areas that almost no person can easily examine without help. […]

Removing your logo from an advertisement sounds like a creative risk. For a small number of brands, it is the opposite. It is proof of something that most brands never achieve: that the audience’s memory does the work the logo usually performs. The identity has been absorbed so completely that it survives on visual fragments […]

TERRE DES FEMMES placed a single placard next to three bronze statues in Munich, Berlin, and Bremen whose breasts had been worn visibly lighter by decades of repeated public groping. The sign read: “Sexual harassment leaves its mark.” The campaign ran for three days before permit restrictions removed the placards. It won Gold at New […]

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 […]