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112 articles
ADIDAS | Original Forever | 2026
The Gallagher brothers, who hadn't appeared together in more than ten years, showed up side by side on screen. What made it happen wasn't even the news that the band was reforming—it was an adidas ad.
KITKAT | THE KITKAT HEIST | 2026
A truck loaded with KITKAT really did go missing. Instead of covering up the kind of accident brands usually hide, the brand decided to put it all out in the open.
DOVE | Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement | 2025
An ad for soap has spent 20 years picking a fight with the definition of "beautiful." In 2025, it won three Grand Prix at Cannes. This isn't really an ad campaign anymore—it's bigger than that.
Virgin Media O2 | Daisy vs Scammers | 2025
Meet Daisy, a 78-year-old AI grandma built for one job only: keeping scammers on the line as long as possible. She loves knitting, talking about her cat, and never, ever hanging up.
Colgate | Not Every Smile Starts as a Smile | 2025
A toothpaste ad showing kids crying and throwing tantrums, side by side. Instead of the perfect family photo, it shows the real struggle of getting kids to brush their teeth.
Anthropic | Keep Thinking | 2025
Anthropic ran its first-ever TV ad. The company is growing fast in the business AI world, but barely anyone outside that world knows its name. So the message it chose was: "Keep thinking."
WAITROSE & PARTNERS | Sweet Suspicion: A Deliciously Festive Whodunnit | 2025
The star dessert at Christmas dinner has vanished. Every member of the family is a suspect. With Succession's Matthew Macfadyen and Fleabag's Sian Clifford in the cast — an unlikely lineup for a supermarket ad — Waitrose pulled off a surprising two-part mystery.
SPECSAVERS | THE MISHEARD VERSION | 2024
They had Rick Astley re-record "Never Gonna Give You Up" with the lyrics deliberately swapped for commonly misheard versions, then released it with no explanation at all. It got 20 million plays in 8 hours. At Cannes it won six Lions and two Grand Prix. It was the first time a PR agency had won the PR Lions Grand Prix on its own.
Magnum Ice Cream | 2024
Selling ice cream in the dead of winter. Magnum and LOLA Madrid took on that uphill battle—and came home with a Grand Prix from Cannes.
British Airways | 2024
No logo. No text. No QR code. British Airways' outdoor ad "Windows" doesn't show the view from the plane window—it shows only the faces of passengers looking at that view.
DOVE | CODE MY CROWN | 2024
85% of Black gamers say they don't see their own hair represented in video games. Dove's response wasn't an ad—it was a 200-page technical guide.
APPLE | Fuzzy Feelings | 2024
I was on the verge of tears for the whole four minutes. When stop-motion and live action melted together and George Harrison's "Isn't It a Pity" started playing, I was completely gone.
MEMORIAL SLOAN KETTERING CANCER CENTER | Working with Cancer | 2023
We're living in an age where one in two people will be diagnosed with cancer in their lifetime. But what's truly frightening might not be the disease itself—it's being found out at work. The fear of losing your job gets tangled up with the fear of losing your life.
GORILLAZ | Gorillaz Presents | 2023
In December 2022, something impossible appeared over Times Square and Piccadilly Circus. A four-person band dozens of meters tall, playing music on top of the buildings. Only visible if you held up your phone. A band that doesn't exist was, unmistakably, right there.
MARS | HOPE REEF | 2022
A cat food company planted letters on the ocean floor. H-O-P-E. Visible from space, on Google Earth. And made of living coral.
HUMANE SOCIETY INTERNATIONAL | SAVE RALPH | 2022
Ralph the rabbit can't see out of one eye. He's deaf in one ear. His back is scarred with chemical burns. And yet he talks proudly about his job as a "tester." This four-minute stop-motion film has been watched more than 150 million times around the world — and it moved Mexico to act.
BACK MARKET | HACK MARKET | 2022
Inside an Apple Store, using AirDrop, sending a message to someone about to buy an Apple product: "You can get that cheaper at our place." It's a little crazy (in the best way).
FORD | VERY GAY RAPTOR | 2022
It all started with a single line of hate thrown at a YouTube video. Ford didn't demand an apology, and didn't delete it. Instead, they actually built the car.
THE BIG ISSUE & LINKEDIN | Raising Profiles | 2020
A homeless magazine seller signs up for LinkedIn. As a response to the pandemic, you couldn't ask for a more logical idea.
XBOX | THE BIRTH OF GAMING TOURISM | 2020
Game ads are usually about weapons and heroes. Xbox decided to sell its games as a "tourist destination" instead. You've got to applaud the sheer craziness of that.
NOTPLA | Making Packaging Disappear | 2020
"Notpla" is short for "not plastic." That alone tells you what they're trying to do. It's edible packaging made from seaweed. And the brand itself won the Grand Prix in the Design category at Cannes.
BECO | #STEALOURSTAFF | 2020
"Please steal our staff." BECO printed résumés right on their bottles and put them on the shelves of major supermarkets. Getting poached is usually every company's nightmare—but BECO made it happen on purpose.
BURGER KING | STEVENAGE CHALLENGE | 2020
An English fourth-tier club averaging 3,000 fans a game, rated one star in FIFA 20. The moment Burger King became their sponsor, gamers around the world started transferring Messi and Ronaldo onto this team.
WARNER MUSIC GROUP | SAYLISTS | 2020
One in twelve children has a speech sound disorder (SSD). The key to therapy is repetition — but for kids, that's just plain boring. So what about music? Or rather, isn't music itself the ultimate form of repetition? Starting from that simple question, Warner Music and ad agency Rothco used an algorithm to analyze a 70-million-song Apple Music catalog and created "Saylists," playlists with genuine therapeutic value.
COPI | ADDRESSPOLLUTION.ORG | 2020
When you buy a house, someone tells you if there's asbestos. But nobody tells you how dirty the air is. The moment I noticed that imbalance, I couldn't help but growl.
MICROSOFT | The Franchise Model | 2019
There was a site where you could customize your own Xbox controller. People loved designing them, but kept leaving without buying. McCann London found a trick there that boosted sales by 350%.
L’OREAL | THE NON-ISSUE | 2019
Both the beauty industry and fashion magazines have long acted as if women over 50 simply didn't exist. L'Oréal Paris and British Vogue set out to fill that gap.
UNITED NATIONS | THE PEOPLE'S SEAT | 2019
The UN meeting room only had enough chairs for 193 countries. So they added a 194th chair. The one who sat in it wasn't a representative from any country — it was "people around the world."
NIKE | Nothing Beats a Londoner | 2018
Skepta shows up on screen, gets roasted by a kid, and walks off. The real stars aren't famous athletes — they're 258 unknown young people grinding it out on London's streets.
TESCO | Food Love Stories | 2018
This is the comeback story of a British supermarket that won the Grand Prix in the Media category at Cannes Lions in 2018. A campaign that was supposed to talk about food quality ended up winning by telling stories about human connection instead.
Harvey Nichols | Shoplifters | 2017
Security camera footage became the ad itself, and it won the Grand Prix at Cannes. And the ones doing the filming? Actual shoplifters.
Lynx | 24-7 – Because you never know when | 2017
It's not just rewind. A man walks back the way he came, putting his clothes back on as he goes. Somewhere in the middle, it clicks — "oh, I see" — and your brain gets a little chill. There are plenty of ways to show love at first sight, but the ones that give you that lightbulb moment hit hardest.
ユニクロ | Because of Life, We Made LifeWear | 2017
Two strangers meet by chance at a desolate gas station. The overused phrase "it's like a scene from a movie" really does fit this footage perfectly.
BJÖRK | NOTGET VR | 2017
Say "a music video in VR" and you probably picture something — but this probably goes beyond it. Six minutes where the experience changes every single time you watch. This piece won the Grand Prix in the Digital Craft category at Cannes Lions 2017.
EXPEDIA | Visit Britain | 2017
Tilt your phone north and you're in Scotland. Tilt it west and you're in Wales. A video experience where the direction you tilt decides your destination.
FAIRPHONE | The World's First Modular Smartphone (Fairphone 2) | 2017
A phone whose screen pops off in 20 seconds, no tools needed. In an industry where keeping a phone's insides a black box was the norm, Fairphone chose to show everything on purpose.
Channel 4 | We're The Superhumans | 2016
A mother with no arms holds her baby with her feet. Kids with prosthetic legs play soccer. A woman flies a plane with her feet. For three straight minutes, it just keeps going like this. It won the Film Grand Prix at Cannes Lions 2017, and racked up 23 million views in just four days. It hits just as hard no matter how many times you watch it.
JACQUARD WEARABLE FABRIC | JACQUARD WEARABLE FABRIC | 2016
What if technology disappeared every time you put on your clothes? That's exactly what Google set out to do. This is the story of a jacket where you can control calls and music just by brushing your hand across the denim sleeve.
John Lewis | Buster The Boxer | 2016
John Lewis's annual Christmas ad is a tradition by now. The star of 2016 is a dog named Buster. He wants, more than anything, the trampoline hidden in the garden—but it's actually a present for a little girl named Bridget. Night after night, wild animals sneak out to bounce on it, and Buster just watches. On Christmas morning, it's Buster who bolts outside before the girl even gets there.
ALPHAGO | AlphaGo | 2016
Seoul, March 2016. The world's strongest Go player, Lee Sedol, faced off against Google's Go-playing AI, AlphaGo, in a five-game match. Go had long been called a game AI could never solve. In just five days, that belief was turned upside down.
VOLVO | LIFEPAINT | 2015
All they did was hand out cans of paint, and it brought home two Cannes Grand Prix. This is the story of a reflective spray Volvo made for cyclists in 2015.
John Lewis Insurance | Tiny Dancer | 2015
A girl who's a bit chubby, wears glasses, and isn't even that good at ballet dances through the whole house. That's all it takes to win millions of hearts.
WHAT3WORDS | 3 WORDS TO ADDRESS THE WORLD | 2015
It's not an ad. But it won the Grand Prix at Cannes. In 2015, Nick Law, president of the Innovation jury, called it "the best body of work I've ever seen." That product was what3words.
John Lewis | Man On The Moon | 2015
The yearly John Lewis Christmas ad. Just the fact that it's something to look forward to as the weather turns cold already makes it a winner, but the way it consistently exceeds expectations feels almost miraculous.
JOHN LEWIS | Monty the Penguin | 2015
Every November, the whole of Britain starts getting restless. That's because it's the season when John Lewis's Christmas ad arrives. The star of 2014 was a stuffed penguin named Monty. Why did this two-minute tale of friendship with a boy named Sam strike such a chord?
JOHN LEWIS | The Bear and the Hare | 2015
A bear who sleeps through winter had never once seen Christmas. So his best friend, a hare, gives him an alarm clock so he won't miss it—a story told in just two minutes.
AMNESTY INTERNATIONAL | FREEDOM CANDLES | 2014
It looks like an ordinary candle, but keep it burning and a small human figure starts to appear from within. The outside is shaped like a person, and as the wax melts away, another figure that was trapped inside is slowly revealed.
Harvey Nichols | Sorry I Spent It On Myself | 2013
At Christmas 2013, the upscale department store Harvey Nichols came right out and said, "Sorry, I spent it on myself." It was an ad that threw the whole idea of Christmas being a season of sharing straight out the window.