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DIESEL | ENJOY BEFORE RETURNING | 2020
Buy clothes, wear them, return them, get your money back. This practice, known as "wardrobing," costs the fashion industry an estimated $15 billion a year. DIESEL didn't try to crack down on it. Instead, they openly encouraged it.
HEINEKEN | SHUTTER ADS | 2020
In 2020, the pandemic forced bars to pull down their shutters. The lights went out across the city. So why not put those shutters to work bringing the light back?
DIESEL | FRANCESCA | 2020
This film, released for Pride Month 2020, has you watching what looks like a transgender story—until the very end, when it pulls the rug out from under you. She takes off her DIESEL denim and puts on a nun's habit.
NIKE | BREAKING2 | 2018
Breaking two hours in the marathon. For that single goal, Nike spent three years. On May 6, 2017, three of the world's fastest runners gathered at an F1 racetrack in Italy.
UNITED COLORS OF BENETTON | UNHATE | 2012
Obama and Hu Jintao. Netanyahu and Abbas. The Pope and an imam, kissing. The moment these posters went up in cities, the world reacted. Within hours the Vatican was furious, calling it a "grave lack of respect," and the poster of the Pope was taken down. That reaction was probably part of the plan all along.
HEINEKEN | AUDITORIUM | 2010
On October 21, 2009, 1,000 football fans gathered at an auditorium in Milan, with no idea they were walking straight into a trap.
P&G | Flora | 2009
Chris Cunningham shoots a perfume ad. The man behind the nightmarish music videos for Aphex Twin and Björk takes on Gucci's new fragrance.
ARISTON AQUALTIS | UNDERWATER WORLD | 2006
A washing machine ad won the Gold Lion at Cannes and ended up in the Louvre. A washing machine ad.
AGNESI | SILENCE（Silenzio, parla Agnesi） | 1986
An ad that showed nothing but silence, all for the sake of one final line, won Gold at Cannes. A commercial that made saying nothing say everything.
NOLAN SPA | PARABREZZA | 1975
In 1975, Italian helmet maker NOLAN put out a short film. Its title was "PARABREZZA" — the Italian word for "windshield." A brand that was only three years old at the time used the ad to carve its own roots into the story.
FRATELLI BRANCA DISTILLERIE | BR… BRANCAMENTA | 1975
"Brrr." Just four letters, and somehow they carry the brand name, how to drink it, and the sensation all at once. This campaign, which began in 1971, is said to have become the most famous piece of onomatopoeia in the history of Italian advertising.
CHLORODONT TOOTHPASTE | IL CIRCO | 1954
In 1954, at the first advertising film festival held in Venice, this piece rose to the top of 187 entries. At this festival, which would later become Cannes Lions, "Il Circo" won the very first Grand Prix.