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OREO | OREO COWS | 2026
A cow became a thousand taglines / OREO "OREO COWS"
A black-and-white photo of a cow that looks like nothing but an Oreo. A hundred years of what the brand has been saying, wrapped up in a single image.
Method
influencer
13 articles
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PlayStation | Project: MEMORY CARD | 2025
26,000 Memories Became a Song, With YOASOBI / PlayStation "Project: MEMORY CARD"
For PlayStation's 30th anniversary, the star wasn't the brand—it was players' memories. 26,000 submissions became a single song, thanks to YOASOBI.
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日本マクドナルド | スマイルあげない | 2024
The Courage to Break the "0 Yen Smile" / McDonald's Japan "I Won't Give You a Smile"
McDonald's broke its own 50-year-old promise of a "0 Yen Smile," all by itself. "I Won't Give You a Smile," sung by ano, was a recruitment campaign on the surface, but underneath it was a declaration of resolve.
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GIRLS WHO CODE | DOJACODE | 2022
Write Code, and Doja Appears / GIRLS WHO CODE "DOJACODE"
"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.
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BMW | NOTHING BUT SHEER JOY | 2022
The Courage Not to Make You Cry / BMW "NOTHING BUT SHEER JOY"
Chinese Lunar New Year ads have a go-to formula: a long, tearjerking drama about family reunions. In 2022, BMW threw that formula out completely. Ninety seconds, relentlessly upbeat, without a single tear. Choosing not to make people cry actually takes real nerve.
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SPINNEYS THE LEBANESE BREAST CANCER FOUNDATION | THE BREAD EXAM | 2020
Baking bread can save a life / SPINNEYS "THE BREAD EXAM"
The motion of kneading bread dough and the motion of a breast self-exam. They turned out to be nearly identical. That one observation was enough to break through a cultural taboo.
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MERCADO LIVRE | FEED PARADE | 2020
The world's biggest parade became 279 photos / MERCADO LIVRE "FEED PARADE"
In 2020, the world's biggest pride parade disappeared. The 2.5km road that 5 million people were supposed to walk was completely wiped out by the pandemic. Brazil's GUT rebuilt that road on Instagram, using 279 photos.
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NIKE | Nothing Beats a Londoner | 2018
The Day London's Kids Took Center Stage / NIKE "Nothing Beats a Londoner"
Skepta shows up on screen, gets roasted by a kid, and walks off. The real stars aren't famous athletes — they're 258 unknown young people grinding it out on London's streets.
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NETFLIX | Spanish Lessons | 2017
They just made what the internet was already asking for / NETFLIX "Spanish Lessons"
Scrolling through Twitter, they noticed fans all tweeting the same thing: "Watching Narcos is teaching me Spanish." So they thought — let's actually turn that into a lesson.
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THE AMMADA TRUST | #GIVEHER5 | 2017
Getting Back Five Days / THE AMMADA TRUST "#GIVEHER5"
One by one, girls vanish from the classroom. This is the story of girls in India who miss school every time they get their period. One in five of them ends up dropping out of school for good.
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MICROSOFT ONENOTE | Collective Project | 2015
Not an Ad, but Story-Doing / Microsoft OneNote "Collective Project"
Showing college students an ad just doesn't land. So Microsoft stopped making ads and instead "did" the story of a student trying to change the world.
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Always | #LikeAGirl | 2014
Three Minutes That Turned "Like a Girl" from a Curse into a Badge of Honor / Always "#LikeAGirl"
When you ask a grown-up to "run like a girl," they flail their arms and legs around and laugh. But ask a girl who hasn't hit puberty yet, and she runs with everything she's got. That gap took my breath away.
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VOLKSWAGEN | DON'T MAKE UP AND DRIVE | 2012
A makeup tutorial suddenly crashes / VOLKSWAGEN "DON'T MAKE UP AND DRIVE"
You're watching a tutorial on how to do your makeup, when suddenly you hear a car crash and the screen shakes. That's the one-minute video VOLKSWAGEN put out on YouTube in 2012.