Emotion
329 articles
キリン のどごし〈生〉 | 夢のドリーム4 カンフー篇 | 2013
This is the best one. The one at the top of the list I look at whenever work gets so rough I think I can't go on. Mr. Ishida, his junior, Shoko Nakagawa, Jackie Chan, the production team, and above all the client who greenlit this whole thing—everyone involved here is the best.
Coca-Cola | Security Cameras | 2013
It wasn't until my third watch that I realized how clever it was to use security camera footage this way — the first time, I just cried, plain and simple.
KBC | THE GAP IN THE MARKET | 2013
In 2013, the number of people starting businesses in Belgium had dropped 14% from the year before. Banks were reluctant to lend money, and had basically become the "enemy" of anyone with a dream. KBC Bank set out to flip that around.
SINGTEL | Old Phones Give New Life (Project Silverline) | 2013
All it took was loading five special apps onto old, unused iPhones. That alone reconnected more than 1,000 elderly people living alone with the world around them.
SPCA | DRIVING DOGS | 2013
Dogs driving a car. Sounds like a joke, but they actually pulled it off. To prove that shelter dogs are smart, they went this far.
IBM | People For Smarter Cities | 2013
A billboard becomes a bench. A roof. A ramp. Why does something so simple move us this much?
FRIENDS OF THE EARTH | TREE CONCERT | 2013
Who would believe a tree could hold a concert? But it really happened in a park in Berlin. One night, a 100-year-old chestnut tree became a musician.
SMART FORTWO | OFFROAD | 2013
A tiny car takes a spectacular tumble off-road. Instead of hiding what's normally seen as a flaw, this ad shows it off proudly, then drops one line at the end: "SMART is as useless off-road as an SUV is in the city." That shameless confidence is just great.
BRITISH HEART FOUNDATION | HARD, FAST & EFFECTIVE | 2013
People who watched this ad ended up saving 28 lives. An ad whose success gets measured not by awareness or likability, but by "how many people came back from the dead" — that's not something you see every day.
BANCO POPULAR DE PUERTO RICO BANK | THE MOST POPULAR SONG | 2012
Puerto Rico's biggest hit song was a tune called "I Don't Do Anything" — a song that nationally celebrated not working. This campaign got the very people singing it to rewrite it. That bold move brought Puerto Rico its first-ever Cannes Grand Prix.
P&G | Thank You, Mom – Best Job | 2012
At the 2012 London Olympics, P&G called itself the "Proud Sponsor of Moms" — the official sponsor of mothers everywhere.
CHIPOTLE | CULTIVATE CAMPAIGN (Back to the Start) | 2012
A fast food chain made an animated short attacking factory farming. The product never once appears on screen. And it still won two Grand Prix at Cannes. That's almost too bold to believe.
NIKE+ | FuelBand | 2012
This isn't an ad. But an ad agency made it. That contradiction is exactly why it won two Grand Prix at Cannes.
SWEDISH INSTITUTE AND VISIT SWEDEN | CURATORS OF SWEDEN | 2012
Handing the country's official Twitter account to a different ordinary citizen every week. No checking what they tweet. That's the bet Sweden made.
CHIPOTLE | Back to the Start | 2012
For 2 minutes and 20 seconds, it just talks about farms. No burritos, no smiling staff, not even the product name shows up. For a fast food ad, that's incredibly strange. And yet it ended up winning two Grand Prix at Cannes.
HELP REMEDIES | Help I Want to Save a Life | 2012
Open up a bandage, and inside is a bone marrow donor registration kit. The blood from your cut finger, just as it is, might be enough to save a life.
TROY PUBLIC LIBRARY | Book Burning Party | 2012
Signs went up around town announcing a "book burning party." Everyone was furious. But that anger was exactly the plan to save the library.
THE PERES CENTER FOR PEACE | Blood Relations | 2012
Enemies, sharing each other's blood.
THE GUARDIAN | Three Little Pigs | 2012
What happens if you drop the fairy tale of the Three Little Pigs into today's news environment? The Guardian turned its answer into a two-minute film. It gives me chills every time I watch it.
MINISTRY OF TOURISM GOVT. OF INDIA | THE HINGLISH PROJECT | 2012
In India, mixing Hindi and English together into "Hinglish" is just a normal part of how people talk. So someone decided to turn that into a font.
SEAWEED | DESIGN NORI | 2012
Using a laser cutter to etch patterns into sheets of nori that hadn't changed in 500 years. The idea of designing the product itself, not the package, was a total blind spot.
JRA | 20th Century Boy | 2011
No celebrities, just horses, just a riff — who knew it could look this cool.
Google Chrome | The Web Is What You Make of It | 2011
On 5/21/2011, this commercial aired live during Saturday Night Live. Lady Gaga running across the Brooklyn Bridge, fans dancing and singing their hearts out, filling the whole screen. That raw energy grabbed me and wouldn't let go.
ライオン | タイムスリップ家族 | 2011
A family photo taken in 1991, and the same family in 2011. Lined up across time, in the same place, from the same angle.
サントリー | 歌のリレー | 2011
I used to think there was no way a commercial could make someone cry. But I've had a few such moments in my life, and this was one of them.
SCOPE | SEE THE PERSON | 2011
In the darkness, rock music rings out. Then the lights come up on the members of a six-person band, Rudely Interrupted. The music tells you first, before anything else, that five of them are living with disability.
旭化成ホームズ | 考えよう。答はある。 | 2011
This copy opens with a quiet, measured voice: "I know that if I go further out, I could have a bit more land. But still, I think I'll live in the city." I find myself stopping on these words again and again.
NTT DOCOMO | XYLOPHONE (森の木琴) | 2011
44 meters long, built on a forest slope. A giant wooden xylophone playing Bach's Cantata No. 147. No CGI, no sound added afterward, just wooden balls rolling down and down. And yet people all over the world held their breath watching it. This is what simple really means.
COCA COLA | THE FRIENDSHIP MACHINE | 2011
A 3.5-meter vending machine stands on a street corner. You want to put in a coin, but you can't reach the slot. You look up, and that's when it hits you: there's no way to buy from this thing alone.
CHEVROLET | Taxi Drivers' University | 2011
There are moments when an ad stops being an ad. This campaign is exactly that. Chevrolet in Colombia built a real university for taxi drivers.
DURAND ACADEMY | Shine a Light on Opportunity | 2011
A public primary school in London beat out the United Nations and Renault to win Gold in the PR category at Cannes. Just the idea of a school's PR effort taking down national institutions is fascinating on its own.
東京ガス | 家族の絆・お弁当メール | 2010
It's only 90 seconds long, but I cried right on the spot. I happened to catch it on TV, lucky enough to see it from the very beginning, and the tears just came. "The lunch a mother makes" is already powerful material on its own, and this ad dresses it up in something very modern: "email." To a son who barely talks anymore, the lunch his mother makes every single day becomes a one-way, but very real, "message."
CANON | EOS PHOTOCHAINS | 2010
In 2010, Canon Australia turned photography, a solo hobby, into a game that connects people. This campaign won the Grand Prix in the Media category at Cannes Lions.
BEST BUY | TWELPFORCE | 2010
This is the story of the day something that wasn't an advertisement won the Grand Prix at Cannes. I watched the moment customer service turned into advertising.
CTT | COMMITMENT | 2010
Portugal's mail and delivery service CTT EXPRESSO put actual packages on billboards around town. It showed off their promise to "deliver for sure" in a way you could see and touch.
THE LOTUS LIGHT CHARITY SOCIETY | UMBRELLA BAGS | 2010
In 2010, a print ad from Hong Kong reached the world. A charity message built around umbrella bags.
サントリーオールド | 娘の相手 | 2009
Jun Kunimura says, "I could've punched him, you know." That one line says everything. Before meeting his daughter's boyfriend, the father quietly leaves the room without saying much. When his daughter follows him out, he mutters that single line - and it's packed with so much deep love, resignation, and quiet approval all at once. I was completely won over.
HYUNDAI | ASSURANCE | 2009
It was 2009, right after the Lehman shock. In a time when nobody was buying cars, Hyundai said something strange: "If you lose your job within a year, you can give this car back." It was a promise nobody in the industry had ever made.
NESTLE | KIT KAT MAIL | 2009
Putting a chocolate bar straight into a mailbox. Who would have thought that could happen? But it did — and it became the day that idea won the Grand Prix at Cannes.
NIKE | PAPER BATTLEFIELD | 2009
This campaign won the Grand Prix in the Design category at Cannes in 2009, and even looking at it now, it's absolutely thrilling. Using silkscreen printing, a technique that goes back to the 10th century, the players themselves made their own posters. That process itself embodied the very essence of competition.
YUBARI RESORT | NO MONEY BUT LOVE | 2009
How do you advertise a city that collapsed under 35 billion yen in debt? Normally, you can't. So this city didn't hide the impossible—it just said it out loud. NO MONEY BUT LOVE. No money, but love.
OBAMA/BIDEN 2008 | OBAMA FOR AMERICA | 2009
At Cannes in 2009, the jury did something no political campaign had ever had done to it before. They gave it two Grand Prix at once, in Titanium and Integrated, and both decisions were unanimous.
HAAGEN DAZS | HD loves HB (Honey, Let's Lick the Problem) | 2009
In 2009, honeybees were mysteriously vanishing across America. The reason Haagen-Dazs got involved was simple: without bees, it couldn't make four out of ten of its flavors.
GLOBO TV | One Thousand Casmurros | 2009
Split a book into 1,000 pieces and have 1,000 people read it. Who even comes up with that?
WWF | EARTH HOUR | 2009
Just turn off the lights for one hour. That's it—and with that simple act, hundreds of millions of people around the world made a statement about climate change. It's a simple but powerful campaign. Earth Hour started in Sydney in 2007, and by 2009 it had grown to an incredible scale.
MICROSOFT | Halo 3: Believe - John 117 Monument | 2008
It's an ad for a video game, but no game footage shows up anywhere in it. All you get is an old soldier recalling memories of war, and a massive 110-square-meter battlefield diorama. This ad treated Halo 3 like it was a real war.
THE TIMES OF INDIA NEWSPAPER | Lead India | 2008
At Cannes Lions 2008, India's first-ever Grand Prix didn't go to a drink or a car, but to a newspaper. And it wasn't just an ad campaign, either. It was the story of a newspaper that seriously tried to raise up the country's next leaders.
ホンダ | オデッセイ「いいクルマが好きだ。男ですから。」 | 2008
George Clooney just walks coolly through the streets of Milan. That's all it is, and yet it's absolutely captivating.