Businesses have designed products, services, and customer experiences for every significant life phase. Education. First jobs. Marriage. Home ownership. Pregnancy. Divorce. Retirement. There is one phase that almost every living person will eventually reach, and that virtually no business has ever deliberately designed for. Dying. Hospice New Zealand and McCann Wellington identified that gap, and […]

Most outdoor gear brands prove their product’s durability through extreme sport imagery, altitude records, and professional athlete endorsements. Columbia Sportswear and adam&eve\TBWA took a different route. They wrote an open letter in The New York Times to the flat earth community and offered to hand over the entire company to anyone who could prove the […]

In August 2022, a series of posters began circulating on LinkedIn. Advertising and design professionals shared them with praise. The images were genuinely striking: the Mercedes three-pointed star logo formed from the close-up patterns of a leaf’s veins, bees in a honeycomb, a pink rose, a lightning bolt. A clean white outer circle completed the […]

Restaurants have been refilling empty Heinz bottles with cheaper generic ketchup for decades. The Heinz bottle carries enough brand equity that diners rarely question what is inside it. A table with a Heinz bottle reads as quality regardless of whether the contents are authentic. That assumption is what restaurants exploited and what Heinz, in 2023, […]

When Sri Lanka’s economy collapsed in 2022, paper prices surged 300% almost overnight. For most students, the cost of notebooks became a stretch. For visually impaired students who needed Braille writing books, which require thick, specialised paper capable of holding embossed dots without tearing, the increase made the material effectively unaffordable. Schools could not source […]

Thai Life Insurance has produced some of the most emotionally precise advertising films in Asia over the past decade. Its collaboration with Ogilvy Bangkok has consistently found stories that say something true about Thai culture without manufacturing sentimentality. Unfading Love, the launch film for the brand’s Make Social Media Meaningful campaign, is the most structurally […]

Most health awareness campaigns tell people to check themselves. Melanoma Focus identified a specific anatomical problem with that instruction and built a campaign around it. The scalp and neck are the areas where one in four melanoma cases in men occur. They are also the areas that almost no person can easily examine without help. […]

Lebanon was collapsing. Its currency had lost 90% of its value. The government was trying to cancel elections. Newspapers were being shut down by political pressure. The country had no president for two years. An entire generation of Lebanese students had never been taught their own history.  Most newspapers report what is happening. AnNahar, Lebanon’s […]

The evidence was already there. It had been accumulating for decades in plain sight, on the breasts of bronze statues in some of Germany’s most visited public spaces, polished to a lighter shade by years of repeated groping from passers-by. TERRE DES FEMMES and Scholz & Friends did not manufacture a campaign concept. They found […]

A pub that only serves tap water sounds like a bad business. As a campaign mechanic, it is one of the sharpest executions of 2026. Independent Age, the UK charity working on behalf of older people facing financial hardship, opened The Westminster Tap on April 30 in Westminster to make visible something that most people […]