Sweden debates its sunniest spot the way other countries debate their best beaches. The answer was always a matter of opinion. IKEA and NoA Åkestam Holst decided to settle it with data, then mark the location with something permanent. What Was Built There IKEA did not install a plaque, a marker, or a sign. They […]

For five days in March 2025, visitors to Mumbai’s Veermata Jijabai Bhosale Botanical Udyan and Zoo encountered something they had never seen before. High-definition panels displayed a stunning new species of flower, identified as Indianis Dentris, photographed with the kind of macro detail that makes botanical specimens look otherworldly. Delicate fronds. Complex organic structure. The […]

Melanoma Focus trained UK barbers to spot skin cancer on the scalp and neck, areas one in four melanoma cases in men occur, and almost no person can examine themselves. A free handbook developed pro bono gives barbers enough knowledge to start the conversation. The outcome is not a diagnosis. It is a GP appointment. […]

Royal Challengers Bengaluru defeated Gujarat Titans in the IPL 2026 final to become back-to-back champions, successfully defending the title they had won in 2025 after an 18-year drought. The final wicket had barely fallen before India’s brand marketing teams were posting. What followed was one of the most competitive social media moments of the year, […]

More than 40% of people snore. Most of them do not know how badly. The people who do know are their partners, lying awake at 2 a.m., counting the seconds between each rumble, making increasingly serious calculations about what it would cost to sleep in another room. Ogilvy Argentina decided that information had commercial value […]

IKEA showrooms are designed to make you want to live inside them. Clean lines, warm lighting, furniture arranged to suggest a life slightly better than the one you currently have. In March 2023, IKEA UK took four of those showrooms in Birmingham, Bristol, Hammersmith, and Warrington and rebuilt them as the worst rooms in Britain, […]

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 […]