Industry
26 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.
THE RITZ-CARLTON | LATE CHECKOUT: A RITZ-CARLTON STORY | 2025
A four-minute short film made without an ad agency beat out Prada and Tiffany to win Gold in the Luxury category at Cannes. The budget was under $1 million. It was made by just three parties: the hotel brand, a streetwear label, and a production company.
LOEWE | LOEWE x Suna Fujita | 2024
A husband-and-wife pottery studio in a small town in Kyoto, and LOEWE, the Spanish luxury brand. This pairing won the first-ever Grand Prix in the Luxury & Lifestyle category in Cannes Lions history.
earth music&ecology | いいことある服。 | 2024
To mark its 25th anniversary, earth music&ecology has gone all in on the word "purpose." After spending about a year with everyone involved rethinking what makes the brand "itself," they landed on this film: a woman wakes to her morning alarm, touches her clothes, and finds herself surrounded by flowers and butterflies. Honestly, I have no idea where I'm supposed to feel excited.
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.
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.
LACOSTE | CROCODILE INSIDE | 2020
Two people are fighting. Their words get so fierce that the building actually splits in two. In the end, she leaps over the rubble to come back to him. Honestly, this feels like a movie.
CARLINGS | ADDRESS THE FUTURE | 2019
You buy clothes, wear them, take a photo, post it online. But what if those clothes never actually existed? In 2019, Norway's CARLINGS released the world's first fully digital clothing collection, and honestly, my first reaction was "wait, what?" But this campaign went on to win the first-ever Grand Prix in the Digital Craft category.
Levi's | COLORS & Tight Fit Jeans | 2017
It's only 30 seconds, but somehow you can't look away. Jennifer Love Hewitt dances in Levi's commercial, made exclusively for Japan.
KENZO | MY MUTANT BRAIN | 2017
In this perfume commercial, a woman shoots laser beams out of her hands. And somehow it won a Titanium Lion at Cannes. Perfume ads finally broke.
BEAMS | TOKYO CULTURE STORY｜今夜はブギー・バック(smooth rap) in 40 YEARS OF TOKYO FASHION & MUSIC | 2016
From 1976 to 2016, a single unbroken shot races through 40 years of Tokyo in just five minutes. It's simply overwhelming.
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.
BUYMA | A Kind Drone | 2015
Two completely naked ballet dancers move beautifully while four drones chase after them, covering up exactly the parts that need covering, for a solid minute and a half. This absurd little world is a perfect example of "doing something stylish." Maybe it rode the wave of a popular "don't worry, it's fine" catchphrase of the time, but this video, made by Dentsu, goes so far over the top it stops being a joke and starts being art.
earth music&ecology | 合唱 | 2015
Aoi Miyazaki singing Miyuki Nakajima's "Nobody Is Right" — that alone could have carried the whole commercial. And yet something about it bothered me.
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.
ASOS | Urban Tour | 2012
Click on a dancer, and everyone around them freezes while that one person keeps moving. Then you can buy what they're wearing. Incredibly simple, and incredibly new for its time.
LA REDOUTE | THE NAKED MAN | 2012
On January 4, 2012, French fashion retailer La Redoute posted a photo of kids' clothing that happened to have a fully naked man in the background. People instantly branded it an "epic PR fail" and it spread like wildfire. So what did the agency do? Not apologize — they planted more weird photos all over the site and turned it into a game. This completely backwards decision ended up winning a Gold Lion at Cannes.
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.
DIESEL | HEIDIES 15 MB OF FAME | 2007
In 2007, if you opened diesel.com, instead of the usual homepage you saw a hotel room. Two women were holding an employee hostage, shouting that they wanted to be famous. This went on for five days.
LEVI STRAUSS & CO. | ID | 1999
In 1999, a yellow puppet took over the world. Riding in a beat-up blue car, bobbing its head to a techno beat. When the police pull them over, it shows its ID, just like that. Human or puppet, both totally normal. Nobody ever bothered explaining the absurdity of it all.
DIESEL | 5 AM MONO VILLAGE | 1997
In 1997, DIESEL actually won the Grand Prix at Cannes with two separate ads — one was "Little Rock," and the other was this one. Both were made by the Swedish agency Paradiset DDB, and the same brand winning two Grand Prix in the same year is almost unheard of.
DIESEL | LITTLE ROCK | 1997
A western hero gets shot dead by the villain. And the ad uses that to talk about "success." This is the piece that won DIESEL and PARADISET DDB the Grand Prix at Cannes in 1997.
LEVI | Creek | 1994
In a black-and-white scene by a river, two girls catch a glimpse of a naked man. What had been left behind wasn't just clothes — it was a pair of 501s. It looks like a modest little ad, but this is the one BBH's own founder has called his personal favorite.
HUSH PUPPIES SHOES | VENTILATED | 1989
1989, just 15 seconds. A basset hound's droopy ears lift gently in the wind from a passing subway train. That's it. But somehow, that's enough to make it work.
LEVI | Laundrette | 1986
In 1985, a 60-second spot aired in Britain the day after Christmas, and it turned jeans—once seen as uncool—into something to long for. What Nick Kamen took off wasn't just his clothes, but the heavy baggage of jeans being "your dad's clothes."
CACHEREL | LES VELOS | 1979
France, 1979. This ad won the GRAND PRIX. I actually don't know anything else about it. But I think that's alright.