Most coupons expire before anyone uses them. The feeling when you pull out a coupon at checkout, and the cashier tells you it stopped working three days ago, is a specific, minor, but genuinely frustrating domestic defeat. Ziploc and VML New York identified that frustration as the most precise available proof of the brand’s core […]

50% of every photo and video taken at a concert is of a stranger’s back. The other 50% is the stage. Hellmann’s and Ogilvy Argentina looked at that statistic and saw not a problem but an untapped media format, one that already existed inside every live event, had never been sold to an advertiser, and […]

Peru has more than 4,000 smartphones stolen every day. Beyond the physical loss, each theft creates a financial emergency that the banking system was not designed to solve. The emergency hotline to block an account requires a phone. The banking app requires a phone. The authentication tools require a phone. The one thing a theft […]

Every football fan believes they bring luck to their team. The one who always watches from the same seat. The one who wore the same shirt to every match during the run of wins. The one who is quietly convinced that things go wrong when they are not in the stadium. Wisła Kraków and VML […]

In France, home insurance is mandatory by law. Every household must have it. AXA, the country’s leading insurer, holds approximately 2.5 million home insurance contracts. In April 2025, Publicis Conseil Paris identified three words that could turn that legal infrastructure into a lifeline: “and domestic violence.” The Problem France’s domestic violence crisis is not small. […]

Kenya has the highest per-capita milk consumption in Sub-Saharan Africa. 80% of that milk comes from smallholder farmers, nearly two million of them, most of whom depend on daily milk sales to cover daily expenses. When a cow gets sick and needs antibiotics, Kenyan law requires the farmer to stop selling the milk for three […]

When news broke that the password protecting the Louvre’s video surveillance system was simply “Louvre,” the story went global within hours. CNN, The Times, VICE, and ABC all covered the security failure as a punchline. Leroy Merlin and its agency BETC Paris, working with BETC Fullsix, saw something else: a free, ready-made promotional hook for […]

When Venezuela’s 2024 presidential election took place, opposition candidate María Corina Machado had already been barred from running against the country’s authoritarian leadership. International observers were excluded. Transparent verification mechanisms were denied to ordinary citizens. The opposition had disputed the legitimacy of Venezuelan elections for years without ever being able to prove it. In 2026, […]

84% of ads related to women’s health get pulled from social media. 90% of women’s health organisations report censorship for using basic, medically accurate language: menopause, perimenopause, miscarriage, vagina, endometriosis. Content about periods and menopause is three times more likely to be blocked than equivalent men’s health content. Ladywell, a women’s wellness supplement brand, lived […]

FIFA’s “clean stadium” policy has run through every match of the 2026 World Cup: no non-sponsor branding anywhere, on the pitch, in the stands, or in the press room. It is why MetLife Stadium became New York New Jersey Stadium, SoFi became Los Angeles Stadium, and Lumen Field in Seattle had its name taped over. […]