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12 articles
WISŁA KRAKÓW FOOTBALL CLUB | LUCKY FAN INDEX | 2026
The idea that fans bring their team luck is just superstition. But a Polish football club decided to take that superstition seriously and actually turn it into a number.
IKEA | HIDDEN TAGS | 2025
IKEA furniture has a hidden tag that disappears once it's assembled. On it: the manufacturing date. From that one fact alone, IKEA pulled off a treasure hunt that got all of Portugal involved.
HYUNDAI | TREE CORRESPONDENTS | 2025
Giving trees a voice sounds like a clever idea right off the bat. But what they actually did was the opposite: they simply made it possible for humans to hear what trees were already saying. Deforestation is one of the causes of global warming, yet it only gets 5% of climate coverage. So they made trees into "correspondents."
AnNahar (Lebanon newspaper) | Active Journalism | 2025
Lebanon is a country that failed to choose a president 14 times in two years. So a long-established newspaper took action. It put forward an AI, trained on 90 years of its own articles, as a presidential candidate.
Pedigree | 2024
Turning dim, dingy shelter photos into images that look like professional studio shots, with a little help from AI. Pedigree's "Adoptable," created by Colenso BBDO in New Zealand, won the Grand Prix in the Outdoor category at Cannes Lions 2024.
MASTERCARD | ROOM FOR EVERYONE | 2024
Two years after the war began, support among Polish people for Ukrainian refugees had dropped to 52%. As Ukrainians came to account for 10% of new businesses opening, they started being seen, almost without anyone noticing, as "competitors." This campaign used data to turn that mood around.
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.
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.
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.
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.
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.
COMMERCIAL RESIDENCE | House of Clicks | 2016
200 million. That's a staggering number. But it wasn't just a number. Etched into all those countless clicks was the shape of the house that two million Swedes dreamed of. They took that data and turned it into bricks and mortar, actually building a real house out of it. It might be the most romantic use of big data you'll ever see.