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 out that the fry box and the Heinz logo are the same shape.
Women’s Aid placed billboards across London showing England’s kickoff time as 11:37pm, not 9pm. That is the estimated moment domestic abuse surges after the final whistle, calculated using match duration, half-time, added time, and post-match travel home. The campaign intercepted fans actively searching for kickoff information and gave them a different answer before they had decided whether to engage.
Heinz looked at football’s red and yellow cards and saw ketchup and mustard. Penalty Packets are larger-format sauce sachets shaped and coloured exactly like a referee’s cards, carrying twice the standard amount. Launched exclusively at Walmart for $1.57, a deliberate nod to the brand’s “57 varieties.” No FIFA sponsorship required.
KIA Colombia produced six print executions showing a smartphone screen from the driver’s perspective at the exact moment a notification arrives, or an app opens. The tagline was “No la abras.” Don’t open it. The medium became the message. The ad showed the last thing a driver should see to a stationary audience who never would.
BCP Peru turned 17,500 corner shop POS terminals into emergency banking access points. Get your phone stolen, walk into the nearest store, verify identity on the card reader, and accounts are blocked instantly. No smartphone, no app, no phone call. The network is scaling to 120,000 terminals. It won the Creative Data Grand Prix at Cannes Lions 2026.
McDonald’s France and TBWA\Paris placed billboards with two contrasting headlines on the same board, one for wins, one for losses, both pointing to the same McFlurry. “Game winner” next to “Game whiner.” “I found my boyfriend on a dating app” next to “I found your boyfriend on a dating app.” The tagline: “Whatever the reason, yours deserves a McFlurry.”
