Format
7 articles
PEDIGREE | CARAMELO | 2026
There's an ad that went as far as genetic research to create a "breed" for mixed-breed dogs with no official pedigree certificate. Its name: Caramelo. That brown mixed-breed dog you see on streets all over Brazil.
Duolingo | Duo's Death / Revive Duo | 2025
On February 11, 2025, Duolingo's green owl died. X's for eyes, tongue lolling out. Normally, killing off your own mascot would be a PR disaster. But this was actually the start of a "resurrection" that racked up 1.7 billion impressions.
Mountain Dew | Play the Dew | 2025
Just by saying "DEW," you can make gunfire, engine roars, explosions — pretty much any sound a game needs. A brand name that doubles as a sound effect? It almost feels too good to be true.
BUDWEISER | ONE SECOND ADS | 2025
The very first note is all it takes to know the song. That feeling every music fan has was turned straight into an ad. Budweiser's "ONE SECOND ADS," an ad from Brazil, won the Grand Prix in the Audio & Radio category at Cannes Lions 2025.
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.
INTEL | CERTIFIED HUMAN | 2023
A technology that can expose a deepfake in an instant, just by looking at the blood flow in someone's face. Intel turned this into a real ad campaign.
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.