Apple’s “Shot on iPhone” campaign has been running since 2015. It is one of the most copied visual formats in outdoor advertising history. Clean layout. Bold caption. Arresting image. DAVID São Paulo looked at that format, identified the one assumption built into it, and used Faber-Castell pencils to pull it apart. The Problem the Campaign […]

The 2026 FIFA World Cup kicks off in the United States, Canada, and Mexico in June, the first time the tournament has returned to North America since 1994. Lay’s, an official sponsor of the competition, is running two parallel campaigns targeting two distinct audiences: the 90-market global fanbase who already know the game, and the […]

In June 2018, Domino’s Pizza announced it was hiring road repair crews to fix potholes across the United States. Not because the government asked it to. Not as a generic act of corporate goodwill. Because bumpy roads were ruining the cheese-to-topping ratio on pizzas en route to customers, and Domino’s had decided that was its […]

On May 15, 2026, at midnight ET, Drake dropped Iceman, Habibti, and Maid of Honour simultaneously. Forty-three songs, three studio albums, and his first full solo releases since For All the Dogs in 2023. The surprise reveal of the second and third albums came at the end of a YouTube livestream that closed with Drake […]

Women’s Aid embedded facial detection cameras into a billboard displaying a bruised woman’s face. When passers-by stopped and looked, her injuries began to heal on screen in real time. The longer and the more people looked, the faster she recovered. It generated coverage across 20 countries and reached 326.9 million people. OpenTable hung a towering […]

On October 6, 2022, four days before World Mental Health Day, three well-known European public figures posted their exercise transformation photographs on social media. Dr Alex George, A&E doctor and TV personality. Motsi Mabuse, professional dancer and TV host. Jada Sezer, creator and philanthropist. The before-and-after images were photographed by award-winning portrait photographer Sophie Harris-Taylor, […]

A pub that only serves tap water sounds like a bad business. As a campaign mechanic, it is one of the sharpest executions of 2026. Independent Age, the UK charity working on behalf of older people facing financial hardship, opened The Westminster Tap on April 30 in Westminster to make visible something that most people […]

One developer. One AI tool. Eleven ads for WWF Denmark, produced entirely inside ChatGPT, from concept to final visual, without a photographer, art director, retoucher, or external design software involved at any stage. The campaign went viral on LinkedIn within 48 hours. WWF Denmark showcased it on their own channel. The advertising industry spent the […]

Every parent has a version of the same memory. A baby gripping the edge of a shelf, a table leg, or a step stool, pulling itself upright and taking its first lurching steps sideways before letting go. The furniture in that memory is almost always unremarkable. Al-Futtaim IKEA and INGO Hamburg noticed that it is […]

Consumer spending on Mother’s Day in 2026 is projected to hit a record $38 billion in the United States, with shoppers spending an average of $284 each. With that much money in motion, the category has every incentive to produce safe, polished, predictable work. Four brands did the opposite. Panera: “Meet Your Mother” View this […]

Two women are killed every week in England and Wales by a current or former partner. Most people, walking past a statistic, keep walking. Women’s Aid and WCRS decided the problem was not awareness. It was attention. In 2015, they built a billboard that could tell the difference. The Technology View this post on Instagram […]

India’s summer of 2026 is projecting temperatures close to 50°C in several regions. Most paint brands would respond with a television commercial. Berger Paints applied the product to the walls of government school buildings in Uttar Pradesh and Rajasthan before running the campaign, and made the schools the proof of concept. The Climate Problem the […]