Dole and Ananas Anam – “Piñatex” (case study)
Every year over 2.5 million tons of pineapple are grown in the Philippines. While the fruit is packaged to feed people all over the...
Sol Cement – SightWalks: titles designed for visually impaired people
Cemento Sol, a renowned cement company, has introduced an innovative series of cement tiles called "Sidewalks to See" or "SightWalks." These tiles feature numbered...
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.,...
Indian Railways – Lucky Yatra: Turning Train Tickets into Lottery Tickets
Indian Railways loses over $800 million annually due to fare evasion, a long-standing issue worsened by poor incentives and low morale among law-abiding passengers....
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...
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...
WhatsApp – We Are Ayenda: a remarkable escape from Afghanistan
This film tells the extraordinary story of the Afghan Youth Women's National Football Team and their remarkable escape from Afghanistan after the Taliban took...
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...
Samsung – “iTest”: a smart hack to make iPhone users switch
Samsung has infiltrated iPhones with a Galaxy handset emulator. Samsung created a web app that turns Apple's iPhones into Galaxy handsets, achieving 10 million...
GoDaddy – Act Like You Know: A Massive Demo of B2B Services
GoDaddy returned to the Super Bowl stage after an eight-year break with its “Act Like You Know” campaign, a high-profile push showcasing its new...
