Polaroid does not run conventional advertising campaigns anymore. It runs cultural provocations, and the latest one takes direct aim at one of AI’s least discussed environmental costs: water. The Billboard On June 18, 2026, Polaroid installed a billboard on the sand at New York’s Coney Island Beach. The line printed across it reads: “Go jump […]

IKEA does not have a World Cup sponsorship. It does not have broadcast rights, player endorsements, or stadium signage. What it has is a catalogue with thousands of products in every colour combination imaginable, and Dentsu Creative just proved that’s enough to build a tournament campaign that costs nothing in sponsorship fees. The Idea “Assemble […]

PETA has spent the last year building a trilogy of campaigns with SAMY that share one strategic decision: stop showing animal suffering and start showing what a plant-based diet does for the person eating it. The approach inverts decades of animal rights advertising, and the results suggest the inversion is working. Good Sh*t (2025): The […]

The Belted Galloway is a Scottish cattle breed characterised by a solid black coat with a distinctive white band around the middle of its body. Stand one next to an Oreo cookie, and the visual match is immediate. VML Mexico City noticed this, brought it to Oreo and Mondelēz International, and built a campaign around […]

In Brazil, every retail store is legally required to keep a Consumer Protection Code visible at the counter. It is a regulatory formality, a book most shoppers never open, and most retailers never expect anyone to read. L’Oréal Luxe and agency Beta Collective looked at that mandatory object and saw an opportunity nobody else had […]

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 […]