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 […]

Marmite renamed itself WeMite for the World Cup and produced three jar sizes based on England fan optimism. Small for quarters, medium for semis, large for “WeMite go and win it.” Distributed through Heathrow Express to fans boarding flights to America, where Marmite is significantly harder to find than heartbreak. Too Good Kenya gave sick […]

ProMate and Ogilvy Sri Lanka noticed that a used notebook covered in ink is invisible to a blind student who reads by touch. During Sri Lanka’s 2022 economic collapse, when Braille paper became unaffordable, a nationwide donation drive collected used notebooks from households across the country and redistributed them to every government school. It became […]

Ladywell faced 84% ad rejection rates for using basic medical terms like “vagina” and “menopause.” Saatchi & Saatchi LA and Tool built the Censorship Scrambler, jumbling letters mid-word so humans could still read it while automated filters could not. The ads ran unblocked for the first time, generating 70 million impressions and a Cannes Silver […]

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 […]

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. […]

Melanoma Focus trained UK barbers to spot skin cancer on the scalp and neck, areas one in four melanoma cases in men occur, and almost no person can examine themselves. A free handbook developed pro bono gives barbers enough knowledge to start the conversation. The outcome is not a diagnosis. It is a GP appointment. […]

TERRE DES FEMMES placed a single placard next to three bronze statues in Munich, Berlin, and Bremen whose breasts had been worn visibly lighter by decades of repeated public groping. The sign read: “Sexual harassment leaves its mark.” The campaign ran for three days before permit restrictions removed the placards. It won Gold at New […]

UN Women Pakistan trained henna artists to deliver helpline information to brides during application. Three films showed bridal henna forming a black eye, strangulation marks, and a cut lip. The campaign generated a 24% rise in helpline awareness, a 19% spike in calls, and contributed to a domestic violence protection bill passing into law. Cadbury […]

McDonald’s built a road sign outside Brioude pointing to the nearest Burger King, 258 kilometres away, to flex its 1,300 French locations. Buzzman responded with a film of a couple stopping at McDonald’s for coffee, driving 253 kilometres, then eating Whoppers. The tagline: “Thank you, McDonald’s, for being everywhere.” Toyota announced its Bulgarian Tennis Federation […]