Ziploc identified that food waste and savings loss share the same cause: expiration. Shoppers uploaded any expired food coupon from any brand to the Ziploc platform and received an extended offer, on condition they bought Ziploc products alongside it. 80 retail partners. 65,000 store locations. 49% redemption rate. It won the Creative Commerce Grand Prix at Cannes Lions 2025.
Aguila Beer, as Colombia’s official team sponsor, turned its jersey logo into a sliding discount. The bigger the Aguila logo a fan agreed to wear, the lower the price dropped, from $150 all the way to $20. An 87% price reduction for fans willing to give the brand the most chest space. It won Gold at Cannes Lions 2026.
Hellmann’s invited the tallest attendees at Cosquín Rock, Argentina’s largest music festival, to wear a branded T-shirt in exchange for free Hellmann’s products. Their backs became the medium. Shorter fans behind them were rewarded for sharing content of the branded backs. One observation, 50% of concert photos are of strangers’ backs, became the entire campaign.
National Geographic launched its Museum of Exploration in Washington D.C. with over 100 outdoor installations across the city, each featuring the iconic yellow border left completely empty. One Metro station showed the exact distance you would travel through a Himalayan storm. A city bus illustrated the actual size of a Spinosaurus. The campaign platform: “See Things You Could Only Imagine.”
FCB Chicago and the Chicago Hearing Society spent six years redesigning film captions for the first time in 50 years. The new system uses expressive typography, colour-coded character attribution, and word-by-word synchronisation to convey tone, volume, and emotion, not just dialogue. The Academy of Motion Picture Arts and Sciences adopted it as the official captioning standard for all Oscar submissions.
