Chicago Hearing Society – Caption With Intention: A Revolution for Deaf People
The “Caption with Intention” campaign marks a groundbreaking leap in caption design, born from a collaboration between FCB Chicago, the Chicago Hearing Society, Rakish...
L’Oréal Paris – The Final Copy of Ilon Specht: A Four‑Word Feminist Manifesto
L’Oréal Paris and McCann collaborated with two‑time Oscar-winning filmmaker Ben Proudfoot to produce "The Final Copy of Ilon Specht", a 17‑ to 18‑minute documentary that...
Budweiser – One Second Ads: Super Fast but Super Catchy
Budweiser's "One Second Ads" campaign, developed by Africa Creative, exemplifies the brand's innovative approach to marketing by leveraging brevity and cultural resonance.
The campaign...
Paris 2024 – Opening Ceremony: Rewriting the Olympic Rulebook
With the eyes of the world on France, the Paris 2024 Olympic Games posed an unprecedented creative opportunity: to design the first-ever Opening Ceremony...
Herpes Foundation – The Best Place in the World to Have Herpes: Disrupting the...
Launched on Global Herpes Awareness Day (13 October 2024), this public health initiative aimed to dismantle one of New Zealand’s most persistent social taboos.
With...
Vaseline – Vaseline Verified: Reviewing Consumers’ “Hacks” With Humor and Science
Vaseline’s latest global activation, “Vaseline Verified,” pivots on the brand’s deep curiosity about how people use Vaseline Jelly in real life.
This initiative emerged...
Pedigree – Caramelo: Shifting the Narrative on Mixed-Breed Dogs
In Brazil, mixed-breed dogs—affectionately known as "Caramelos"—have long been overlooked in favor of purebreds. To challenge this bias and promote responsible adoption, Pedigree, in...
IKEA – U Up?: A Flirt Text as a Marketing Tactic
In February 2025, IKEA Canada, via agency Rethink, launched a playful late-night activation aimed at insomniacs and restless smartphone users.
Between 10 p.m. and 5 a.m.,...
Powerade – The Athletes Code: Protecting Mental Health in Sport
In 2024, Powerade launched "The Athletes Code", a groundbreaking initiative that embeds a legally binding provision into athlete sponsorship contracts, allowing athletes to pause...
e.l.f. Beauty – So Many Dicks: Fighting Gender Disparities With Humor
In 2024, e.l.f. Beauty launched the bold and provocative “So Many Dicks” campaign to spotlight gender inequality in corporate boardrooms.
The campaign's title underscored...
