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 […]

The 2026 FIFA World Cup is being hosted across the United States, Canada, and Mexico. For European football fans, that means matches kicking off in the dead of night. A crucial group stage game. Extra time. A penalty shootout. At 3am. With a partner trying to sleep in the next room. Betclic, the European sports […]

Businesses have designed products, services, and customer experiences for every significant life phase. Education. First jobs. Marriage. Home ownership. Pregnancy. Divorce. Retirement. There is one phase that almost every living person will eventually reach, and that virtually no business has ever deliberately designed for. Dying. Hospice New Zealand and McCann Wellington identified that gap, and […]

FIFA’s “clean venue” policy exists to protect its sponsors. It requires every non-sponsor brand to be removed or covered at all 16 host stadiums during the 2026 FIFA World Cup. The policy has generated one of the tournament’s most talked-about brand moments, and the brand that created it was not an official sponsor. It was […]

The bike bell has not changed in over a century. The world around it has changed considerably. In London in 2024, bike-pedestrian collisions rose 24% according to Transport for London data. One contributing factor is now documented: active noise-cancelling headphones filter out the frequency range that a standard bike bell operates in, meaning a pedestrian […]

Most outdoor gear brands prove their product’s durability through extreme sport imagery, altitude records, and professional athlete endorsements. Columbia Sportswear and adam&eve\TBWA took a different route. They wrote an open letter in The New York Times to the flat earth community and offered to hand over the entire company to anyone who could prove the […]

Heinz discovered restaurants were quietly refilling its iconic bottles with cheaper generic ketchup. The fix was precise: a colour-matched border on the label using Heinz’s exact Pantone red, which only aligns correctly when filled with authentic product. Non-Heinz ketchup refills in Turkish street food restaurants dropped 73% following the campaign. Joe Public and MENstruation Foundation […]

For generations, Indians have trusted more than just logic when making important decisions. Whether it’s choosing a career, saying yes to a marriage proposal, or making a major investment, many of us have relied on one thing above all else – our gut feeling  Holding on to that insight, MuscleBlaze has just released their latest […]

Most retail advertising for bicycles leads with the product. The frame. The gear count. The price. The discount. K-Citymarket, one of Finland’s largest hypermarket chains, and TBWA\Helsinki took a different route for their 2026 summer bike campaign. They did not show the bicycle at all. They showed the look that means it is time to […]

On the morning of June 1, 2026, readers of three of South Africa’s most widely circulated newspapers opened their papers and found something that had never appeared on a front page before. Blood stains. Printed across the paper, seeping through the pages beneath, exactly as they would appear if the newspaper had been used as […]

Every glass of milk requires a pregnancy. Every pregnancy produces a calf. And in Belgium’s dairy industry, that calf is taken from its mother within hours of birth. That is the practice at the centre of “Not Your Milk,” a campaign from Belgian animal welfare organisation GAIA and agency Altmann+Partners that launched on May 29, […]

Mozambique has never once qualified for a men’s World Cup. For most footballing nations that absence would be a wound. In Mozambique it produced something closer to freedom. With no national team in the tournament, there is no side to defend and no result to mourn, so fans have long watched the World Cup the […]