Calm es Simple trained an AI on snoring audio and turned it into a mattress discount on WhatsApp. The worse the recording, the bigger the discount. They also seeded a rumour that a famous Argentine celebrity couple was divorcing. The truth: there was no separation. Just snoring. They ordered a new mattress live on camera.
Colgate displayed a stunning new flower species at Mumbai’s botanical garden for five days. Scientists and visitors shared it across social media. Then the brand revealed what people had actually been photographing: the bristle end of an overused toothbrush, photographed in extreme macro. Nearly one in two Indians uses their toothbrush well past its replacement date.
Thai Life Insurance produced a film about a mother living with Alzheimer’s who fears she will forget her son’s asthma medication. She has the medicine’s name tattooed onto her wrist in his handwriting, so that even when her memory fails, she can still care for him. It won Best of Region Asia at the 2026 ANDY Awards.
ProMate and Ogilvy Sri Lanka noticed that a used notebook is covered in ink that a blind student cannot see. During Sri Lanka’s 2022 economic collapse, paper prices surged 300%, making Braille materials unaffordable. A nationwide donation drive collected used notebooks from households and redistributed them as Braille writing books to every government school in the country. It became the most internationally awarded campaign in Sri Lankan advertising history.
