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COX COMMUNICATIONS | Project Convey | 2022
AI turns the emotions on the other side of a video chat into a single emoji. Cox actually built this prototype for people with autism.
COINBASE | Less Talk, More Bitcoin | 2022
Just a QR code bouncing around the screen, for 60 seconds. No celebrities, no narration, no product explanation. At the Super Bowl, the pinnacle of advertising, Coinbase chose to do "nothing."
GUNS DOWN AMERICA | GUN SURVIVOR REVIEWS | 2022
A gun review video on YouTube. Specs, performance, how it feels to handle. It plays out just like any other review. But this reviewer actually survived being shot by that exact gun.
APPLE | Detectives | 2022
In the background of the shot, a blurry detective cries out, "Why am I the only one out of focus?" His partner replies, "Because the camera focuses on the lead." That exchange alone is enough to win you over.
UNDER ARMOUR | THE FIRST META SNEAKER (Genesis Curry Flow) | 2022
Stephen Curry set a world record for three-pointers. Under Armour wanted to prepare a commemorative sneaker. But they couldn't make one.
SCE | The Prevention Grid | 2022
The era where advertising companies make more than just ads has truly arrived. Deloitte Digital built an AI and AR-powered wildfire prevention system for a power company called SCE. It won Gold at Cannes Lions 2022—and this was Deloitte's first-ever Gold Lion, which makes it a real milestone for the industry.
GIRLS WHO CODE | DOJACODE | 2022
"Doja Cat is one of 999 things girls care about." That one sentence sums up the whole idea. If girls aren't interested in coding, why not use one of those 999 things to pull them in? Doja, in this case.
EPIC GAMES | ASTRONOMICAL | 2020
April 2020. The world was still stuck at home. Travis Scott grew to giant size and danced his way across Fortnite's island, trampling everything in his path. 12.3 million people watched at the same time, and 27.7 million joined in over five days—the biggest live event in gaming history.
Aviation Gin | Arlene's Big Leap | 2020
Arlene was born on 2/29/1936, making her 84 this year. But since her birthday only comes once every four years, 2/29/2020 was finally her "21st" birthday. Technically speaking, that makes this the first legal drink of her life.
TINDER | SWIPE NIGHT | 2020
Three hours left until the end of the world. Open Tinder, and a first-person end-of-days drama begins. You're forced to swipe a choice within seven seconds, and that choice changes not just the story, but who you match with.
CHEETOS | CAN'T TOUCH THIS | 2020
A guy holds up his fingers and says "Can't touch this~" as an excuse, and MC Hammer bursts out from behind him. Wrapped up in a rolled carpet, popping up as a baby's face, climbing out of a picnic basket. It's completely absurd, but that chaos is exactly the strategy behind selling a new product during the Super Bowl.
REDDIT | Superb Owl | 2020
For five seconds, text just appears on screen. You can't read it. But that was the most talked-about ad at the 2021 Super Bowl. Reddit's own line, "Wow, this actually worked," turned out to be exactly right.
OLD TOWN ROAD FT. BILLY RAY CYRUS | Old Town Road (Official Movie) | 2020
A 20-year-old college dropout bought a beat for 30 dollars and wrote a song over it in a single day. That song was "Old Town Road." The official music video went on to win the Grand Prix in Entertainment Lions for Music at Cannes in 2021.
BEATS BY DRE | You Love Me | 2020
"You love Black culture. But do you love us?" In November 2020, Beats asked that question in a two-minute film.
CITY OF CHICAGO | Boards of Change | 2020
In 2020, the plywood covering Chicago's streets was reborn as voting booths. The same boards used to cover broken windows became boxes that deliver votes. That shift alone makes this a powerful idea.
SANDY HOOK PROMISE | Back to School Essentials | 2020
A cheerful back-to-school shopping scene slowly turns into a nightmare over 66 seconds. Binders and shoes are, for American kids, just tools to survive school — and this ad hits you with that reality when you least expect it.
BURGER KING | THE MOLDY WHOPPER | 2020
A burger covered in mold became one of the most beautiful ads in the world. In 2020, Burger King released footage of a Whopper rotting over 35 days, with the tagline "The Beauty of No Artificial Preservatives." It broke a food-advertising taboo head-on.
ABINBEV | Contract for Change | 2020
You'd think this was a beer commercial, but it turned out to be about a contract. And that contract was trying to change America's entire farming system. This is a story about an ad that didn't just talk about something — it became the mechanism itself.
APPLE | The Whole Working-From-Home Thing | 2020
In July 2020, right in the middle of the pandemic, a seven-minute short film arrived from America. It was called "The Whole Working-From-Home Thing." And yes, it was exactly that: kids bursting into meetings, dogs barking, video calls in pajamas, screen-share mistakes, and somehow still making the deadline. The video crossed 10 million views within two days of release. As a sequel to 2019's acclaimed "The Underdogs," it wrapped the chaos that literally everyone was living through in humor.
AMERICAN SOCIETY FOR DEAF CHILDREN | Fingerspelling with Machine Learning | 2020
In the United States, 2 to 3 out of every 1,000 babies are born deaf. 9 out of 10 of them are born to hearing parents. In many cases, that child becomes the first deaf person their parents have ever known.
BURGER KING | CONFUSING TIMES | 2020
2020 was a year when everyone felt confused. Burger King made a radio ad that put that exact feeling of confusion into words—things like catching a sneeze with your elbow, then high-fiving with that same elbow. And the twist is, it was actually an ad for the Impossible Whopper, which tastes like meat but isn't meat. Presenting confusion as confusion, honestly, turned out to be the most honest approach of all.
GOOGLE | Timelapse in Google Earth | 2020
Gathering 24 million satellite photos, this project let anyone, for free, fast-forward through how the Earth has changed from 1984 to 2020. Just type in a place name in the search bar, and you can watch your own hometown transform over 37 years.
POPEYES | THAT LOOK FROM POPEYES | 2020
A few days after Beyoncé's new apparel line sold out instantly, fans online were buzzing about one thing: "wait, this looks just like Popeyes' uniform." Popeyes took that and sold the real thing, exactly as it was, on their own online store.
POPEYES LOUISIANA KITCHEN | CHICKEN WARS | 2020
In August 2019, a tweet of just 15 characters shook up the restaurant industry. The story goes that a chicken sandwich — ten weeks' worth of stock — sold out in just eight days.
GOOGLE | Creatability | 2019
Moving your face to make music. Drawing a picture by listening to sound. Turning your whole body into an instrument. This wasn't a tool made for people with disabilities—it was an experiment that asked, "What do we even mean by creativity?"
NIKE | DREAM CRAZY | 2019
A man kneeling became the face of the world's biggest sports brand. An ad that gets people burning Nike products and rushing out to buy new ones at the very same time? That doesn't happen often.
Nike | Dream Crazier | 2019
This 90-second spot, narrated by Serena Williams, aired during the 2019 Oscars broadcast. No new technology, no imagery you hadn't seen before—and yet it became one of the defining ads of the year.
Google | 100 Billion Words | 2019
The most translated words in the world are "How are you?", "Thank you", and "I love you." Google decided to show that with data.
JOHNSON & JOHNSON | 5B | 2019
A 94-minute documentary won the Grand Prix in the Entertainment category at Cannes Lions, an advertising award. What's more, it had an official screening at the Cannes Film Festival and got a theatrical release in more than 100 theaters across the US. A brand made it, but it ended up working as an actual film.
WENDY’S | Keeping Fortnite Fresh | 2019
A fast food chain spent nine hours destroying freezers inside Fortnite, and the game's developer ended up removing freezers from the game entirely. This stunt beat Nike's "Dream Crazy" to win the very first Grand Prix in the Social & Influencer category at Cannes Lions.
APPLE | Apple at Work - The Underdogs | 2019
Three minutes. It's basically a short film. It's just about four unremarkable office workers trying to turn an idea into something real in two days, but you end up completely absorbed and forget you're even watching an Apple ad.
KRAFT | LEGAL-ADE | 2019
A kid opens a lemonade stand, and the police shut it down. In America, this isn't an urban legend. It actually happens.
TOYOTA | START YOUR IMPOSSIBLE | 2019
The car disappeared from Toyota's global campaign. What's shown instead: wheelchairs, robotic prosthetic legs, support robots. A car maker made an ad that doesn't show a car.
MAKE SOMETHING WONDERFUL - APPLE | MAKE SOMETHING WONDERFUL / BEHIND THE MAC | 2019
Oprah Winfrey, Serena Williams, Paul McCartney — all of them shown quietly working away at a Mac. And woven in between them, with just as much weight, is the desk of someone nobody's ever heard of.
WILLIAM PATRICK CORGAN | Aeronaut VR | 2018
It's a music video, but you can stand right next to Billy Corgan. As he plays piano, the scenery shifts and the colors change around him, and before you know it, you feel like you're on a journey together.
MONTEFIORE | CORAZON - GIVE YOUR HEART | 2018
Shoot a 48-minute film, then wrap up donor registration in just 15 seconds. That's what Montefiore Medical Center pulled off. Audiences leaving the theater held their phone to their chest, the poster woke up, and registration was done. It won the Grand Prix in the Health & Wellness category at Cannes in 2018.
TODAY@APPLE | Today at Apple | 2018
At Cannes 2018, what Apple won wasn't for advertising. It won the Grand Prix for store experience — an award earned by giving up on being a "place to sell."
P&G | THE TALK | 2018
What comes to mind when you hear "the talk"? Most people think of the conversation about sex. But for Black parents in America, it meant something else entirely: the conversation where you teach your child the reality of racism. From that one gap in meaning came a film that won the Grand Prix at Cannes.
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.
JORDAN BRAND | A/R JORDAN | 2018
That dunk Jordan made in 1988 — you could summon it through your phone's camera on Snapchat. And you could buy the shoes right there on the spot, with delivery the same day. In 2018, one brand built that kind of experience.
GOOGLE | Know What Your Data Knows | 2018
In 2018, during a live NCAA basketball broadcast watched by 43 million people across the US, Google Cloud built and aired a commercial on the spot, shaped by how the game was actually unfolding. A commercial coming together in real time, right alongside the commentary—just hearing about it is stressful enough.
MARCH FOR OUR LIVES PARKLAND STUDENTS | Price on Our Lives | 2018
$1.05. That's the total amount Senator Marco Rubio received from the NRA, divided by the total number of students in Florida. It's the orange price tag that survivors of the Parkland high school shooting wore as the "price" of their own lives. The campaign generated 826 media placements and 2.2 billion media impressions, and through the power of math, anger, and design, it irreversibly changed the gun control debate in America.
ANHEUSER-BUSCH | TURNING BEER INTO WATER | 2018
There are days when a beer company makes water without brewing a single drop of beer. And it's been doing this for over a hundred years.
Burger King | Whopper Lust | 2017
Just watching a Whopper spin around, over and over. Watch for 5 minutes, get one free coupon. 10 minutes, two. 15 minutes, three.
GEICO | Crushed | 2017
In the frozen food aisle, the walls slowly close in, squashing both the people and the products. The idea here is to physically "shrink" a pre-roll ad.
Apple | iPhone X | 2017
Set to a song that sounds a bit like Buruzon Chiemi, it's just one beautiful shot of the product after another. You could call it very Apple, and leave it at that—but this ad isn't even trying to make you want to buy the thing.
Donate Life America | The World's Biggest Asshole | 2017
Coleman F. Sweeney is the biggest jerk in town. He pees while driving and tosses it out the window, shoots the neighbor's dog with a paintball gun, steals candy from kids on Halloween. But he was an organ donor.
FIAT | Love Affair | 2017
A woman pauses in front of a puddle. Stepping out of her red 124 Spider, she realizes her high heels are about to get soaked. That's when the man parked next to her, driving a 500X, lays his jacket down over the puddle. Then his shirt. Then his jeans. Until he's down to just his underwear. And then comes that scene — the woman deliberately spills her coffee. His right eyebrow twitches up in a priceless expression.