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6 articles
COLUMBIA SPORTSWEAR | Expedition Impossible | 2026
Find the edge of the earth, and the CEO will hand you the entire company. He said it straight-faced, dead serious, and even put it in a newspaper ad.
FORD | VERY GAY RAPTOR | 2022
It all started with a single line of hate thrown at a YouTube video. Ford didn't demand an apology, and didn't delete it. Instead, they actually built the car.
POPEYES | THAT LOOK FROM POPEYES | 2020
A few days after Beyoncé's new apparel line sold out instantly, fans online were buzzing about one thing: "wait, this looks just like Popeyes' uniform." Popeyes took that and sold the real thing, exactly as it was, on their own online store.
STOCKHOLM PRIDE | LOS SANTOS PRIDE | 2017
They put a pride parade into the world of GTA5 that absolutely cannot be destroyed. In a city where you're allowed to run over pedestrians and shoot criminals, they made the one thing you can't attack—and thinking about what that means gives you chills.
GREENPEACE | TOXIC TOURS | 2013
They set up a fake travel agency and started selling tours down a polluted river. The footage shows celebrities grinning as they recommend "snorkeling in crude oil" or "surfing chemical waves" — it's so dark it's hard to laugh.
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.