Up to 80% of New Zealanders contract oral or genital herpes at some point in their lives. Despite that statistic placing the virus firmly in the category of the ordinary and the common, research found that New Zealand had one of the highest rates of herpes stigma in the world. Thirty percent of those diagnosed […]

Every year, the Tour de France deploys a specialist team called the Eraser Men. Two staffers who drive the full race route ahead of the peloton, armed with rollers and large quantities of paint, covering the graffiti that appears on roads and barriers before the race broadcasts it to a global audience. The most frequent […]

Most coupons expire before anyone uses them. The feeling when you pull out a coupon at checkout, and the cashier tells you it stopped working three days ago, is a specific, minor, but genuinely frustrating domestic defeat. Ziploc and VML New York identified that frustration as the most precise available proof of the brand’s core […]

75% of UK adults have been watching football this summer. One in three of them has not had a kickabout in more than six months. Carlsberg looked at that gap between watching the sport and playing it, and turned a standard flyposter site into the solution. The Goal Posters Goal Posters is a campaign timed […]

Washington D.C. has more than 70 museums. Most of them use advertising to tell people what is inside. National Geographic and Terri & Sandy did the opposite. The Campaign The National Geographic Museum of Exploration opened in Washington D.C., with a launch campaign built around one instruction: do not show what is in the museum. […]

A Brazilian cosmetics company used drones and artificial intelligence to conduct the largest tree inventory in Amazon history, identifying 30,000 trees with cosmetic potential across 400 square kilometres in six months. A task that would have taken conventional methods 25 years to complete. The technology, the communities it served, and the environmental impact behind it […]

Every major nation and private company is currently competing to reach the Moon in search of future energy resources. SKF, a Swedish industrial bearings manufacturer founded in 1907 and operating across 130 countries and 40 industries, looked at that race and pointed the other direction. The moon’s energy, it argued, is already here. It has […]

50% of every photo and video taken at a concert is of a stranger’s back. The other 50% is the stage. Hellmann’s and Ogilvy Argentina looked at that statistic and saw not a problem but an untapped media format, one that already existed inside every live event, had never been sold to an advertiser, and […]

Colombia’s official football jersey for the 2026 FIFA World Cup was priced at $150 USD. That is nearly 25% of the average monthly salary in Colombia. Fans who had waited eight years to see their national team at a World Cup, Colombia last qualified for 2018, were being priced out of the one shirt that […]

Heinz redesigned the fry box for the first time in 75 years by adding a pop-out ketchup compartment physically shaped like the Heinz Keystone logo. The dip pocket is the logo. Launched across 11 countries simultaneously in January 2026. It is the product version of their Cannes Grand Prix-winning “Look Familiar?” campaign, which first pointed […]

Every July, India’s advertising industry splits into two groups. The ones who planned a monsoon campaign in February and spent the season hoping it would rain at the right moment. And the ones who looked out the window, saw the chaos, and posted something in under an hour. The five brands below belong to the […]

Peru has more than 4,000 smartphones stolen every day. Beyond the physical loss, each theft creates a financial emergency that the banking system was not designed to solve. The emergency hotline to block an account requires a phone. The banking app requires a phone. The authentication tools require a phone. The one thing a theft […]