Every year on April 30, Reporters Without Borders releases its World Press Freedom Index. Every year, it produces a campaign to go with it. Most advocacy organisations mark the occasion with statistics and press releases. In 2026, RSF and agency The Good Company invented a fictional airline. The Idea Reporters Airlines is a campaign built […]

In 2008, Toyota announced its sponsorship of the Bulgarian Tennis Federation with a single print ad. No tagline. No copy. No product shot. Just three tennis rackets arranged to form the Toyota logo. That was the entire advertisement. Seventeen years later, it is still making rounds on the internet, and the reasons why are worth […]

When Cadillac signed on as title sponsor of the newly created 2026 Cadillac Championship, it did not commission a standard engraved cup. It handed the brief to two of GM’s most senior design studios and told them to build something that looked like nothing else on a tournament podium. The Design Brief The 2026 Cadillac […]

Supreme has put its logo on bricks, bolt cutters, crowbars, fire extinguishers, and a pinball machine. For Spring/Summer 2026, the New York label decided death was the next frontier. What Supreme Is Founded in New York City in 1994 by James Jebbia, Supreme started as a skate shop on Lafayette Street in Manhattan. It sold […]

Cadbury has been asking Brits how they eat their Creme Egg since the 1980s. For four decades, the question was rhetorical. In March 2026, Cadbury commissioned actual research to find out, and the results were strange enough to justify building a product around them. What the Research Found The survey, conducted by Research Without Barriers […]

KitKat has been telling people to “Have a Break” since 1957. For nearly seventy years, that promise lived in the chocolate. In April 2026, KitKat Panama and Ogilvy Colombia turned the packaging itself into the break. What Break Mode Actually Is Break Mode looks like an oversized KitKat wrapper. It is not. Beneath the familiar […]

In 2025 and 2026, a quiet but unmistakable shift took hold in advertising. Brands started showing their work. Not as a creative experiment, but as a commercial strategy. As AI-generated imagery flooded feeds and consumers grew increasingly attuned to what was real and what was rendered, a growing number of brands made a calculated decision: […]

The 9-to-5 workday is gone. What replaced it is something more complicated, and for advertisers across Southeast Asia, far more consequential. The Infinite Workday Is Now the Default According to Microsoft’s 2025 Work Trend Index, the average worker today faces 275 interruptions a day. Meetings scheduled after 8pm are up 16% year-on-year. By 10pm, 29% […]

A brown toe ring leather sandal at Milan Fashion Week should not cause a diplomatic incident. But when Prada’s Spring/Summer 2026 menswear collection hit the runway on June 22, 2025, that is precisely what happened. The sandal in question was a near-identical replica of the Kolhapuri chappal, a centuries-old handcrafted footwear form from Maharashtra and […]

In Formula 1, brand visibility is bought by the centimetre. Logos on cars, pit lane boards, broadcast titles, driver suits. The sport generated over $2 billion in total sponsorship revenue last year. Sting Energy, a PepsiCo drink brand with strong roots in APAC and the Middle East, had just signed on as F1’s Official Energy […]