Method
61 articles
DE’LONGHI | Tiny Coffee Shops | 2026
From the small coffee shops in a tiny little town, the smell of real coffee drifts out. Everything is miniature, except the scent, which is full size.
Cathay Pacific | Back to Kai Tak | 2026
Kai Tak Airport closed in 1998. It was known as the world's toughest landing, with planes banking 47 degrees between high-rise buildings before touching down. Twenty-seven years later, Cathay Pacific flew that sky once more. This time, though, it wasn't a landing — it was a flypast.
Battleground Mobile India | The Great In-Game Wedding | 2025
Meet in the game, marry in the game. On BGMI's battleground Pochinki, a couple held a real three-day Indian wedding, complete with Mehendi, Sangeet and Phere. Two hundred million people watched what became "India's Biggest In-Game Wedding."
Apple TV+ | Severance Grand Central Activation | 2025
In January 2025, a glass box appeared at Grand Central Terminal. Inside were the cast of Severance. Right in the middle of rush-hour commuting, the show's office had suddenly materialized in real life.
MCDONALD’S | WINTER TAKES ON COLORS | 2025
A McDonald's restaurant turned into one giant coloring book. What happens when you hand customers the power to add color during Poland's long winter?
TIDE | Collateral Stain Stories | 2025
To prove it had the strongest detergent around, Tide went looking for the toughest stains out there—and ended up at Marvel. But instead of targeting the heroes, they went after the people in the background who get messed up right alongside them.
PHILIPS | REFURB (Better Than New) | 2024
Stop selling new products, and sell only repaired ones instead. That's the decision Philips made, and it won a Grand Prix at Cannes Lions. This isn't a story about a clever ad idea — it's about changing the way a company actually sells things.
GRUPO ESTRATÉGICO GE PAE | MORNING AFTER ISLAND | 2022
In Honduras, taking the morning-after pill can get you up to six years in prison. So they floated a small wooden platform beyond the border — or more precisely, out on the water, where no country's laws can reach.
奇譚クラブ | カプセルトイの歴史 | 2022
A caption reading "Provided by the National Broadcasting Network" opens the video. Ancient times when capsule toys were sacred rituals, modern times when they were weapons, and a future where they rule humanity with a will of their own. A three-part series running over 15 minutes, and every bit of it is a lie.
BECK’S | BECK'S FREQUENCY | 2020
Brazil is pilsner paradise. BECK'S makes the bitterest beer around, but it's behind competitors in both distribution and budget. So what did they do? They got people to drink their rivals' beer.
PURINA | STREET-VET | 2019
Make a sign that dogs can't resist peeing on, then use that pee to check their health. Sounds absurd written out, but it actually makes perfect sense.
LOUVRE ABU DHABI | Highway Gallery | 2018
You're driving down a desert highway when the radio suddenly starts explaining Van Gogh. Outside your window: a giant "self-portrait." What Louvre Abu Dhabi pulled off was basically a free sample of an entire museum.
CARREFOUR | Black Supermarket | 2018
This isn't a supermarket ad. It's a lesson in how to pick a fight with the law.
EDEKA | THE MOST GERMAN SUPERMARKET | 2018
One day you walk into your usual supermarket and the shelves are completely empty. No coffee, no chocolate, no fruit, no juice. You'd think something had gone wrong.
BMW RUSSIA | ULTIMATE GIVING PLEASURE | 2017
For BMW's 100th anniversary, they built a dedicated free gate. And it wasn't only BMW owners who could pass through it.
UPSIDE DOWN & INSIDE OUT - S7 AIRLINES | Upside Down & Inside Out | 2017
Shooting a music video in zero gravity — a dream OK Go had been holding onto for ten years finally came true when they crossed paths with S7 Airlines.
JAXA | KIBO SCIENCE 360 - A Space Experiment with Google | 2017
Just assemble a single piece of cardboard, and you can become an astronaut. "KIBO SCIENCE 360," created by JAXA, Google, and Dentsu, is a project that recreates the Kibo experiment module on the ISS in VR.
TRANSPORT ACCIDENT COMMISSION VICTORIA | MEET GRAHAM | 2017
Grotesque, strange, and impossible to look away from. Graham is the only human being ever designed purely to survive on the road. No neck, a thickened skull, twelve airbag-like nipples across his chest, lumpy skin. The moment you see him, you flinch. But buried inside that flinch is a message that really matters.
ART INSTITUTE OF CHICAGO | Van Gogh's Bedrooms | 2017
You could actually spend the night in Van Gogh's Bedroom. Turning a museum exhibit into a $10-a-night Airbnb stay is a wild idea.
GOOGLE, GE, MINI, NEW YORK TIMES | NYT VR | 2016
A million pieces of cardboard were delivered along with the newspaper. Inside was Google Cardboard. In 2016, the New York Times used it to turn the newspaper business upside down.
smart | The Dancing Traffic Light | 2016
Waiting at a crosswalk is boring, so people cross on red anyway. smart figured: why not make the waiting itself fun?
JOHN LEWIS | Monty the Penguin | 2015
Every November, the whole of Britain starts getting restless. That's because it's the season when John Lewis's Christmas ad arrives. The star of 2014 was a stuffed penguin named Monty. Why did this two-minute tale of friendship with a boy named Sam strike such a chord?
LIGA CONTRA EL CANCER | Shadow WiFi | 2015
On a beach in Peru stands a big blue wall. Get close, and your phone picks up WiFi on its own. But the signal only reaches inside the shadow the wall creates.
CERVEZA SALTA | TOOTH IMPLANT | 2015
A rugby player loses a tooth during a match. It happens all the time. But this campaign actually implanted a 'tooth that doubles as a bottle opener' in place of the lost one. The surgery, the bottle-opening scene—it's all real. This project won a Titanium Lion at Cannes Lions 2015.
COCA COLA | A Rainbow for the Rainbow Nation | 2014
In 2014, South Africa marked 20 years since the end of apartheid. Coca-Cola made a rainbow. Not as a figure of speech — they made an actual rainbow appear in the sky over Johannesburg.
MUSIC ALBUM - JOHN FRUSCIANTE | SAT-JF14 | 2014
They launched an album into space, so you could only listen to it the moment the satellite passed over your head. Someone actually did this for real. It's the story behind former Red Hot Chili Peppers guitarist John Frusciante's solo album "ENCLOSURE."
COCA COLA | HAPPY ID | 2014
Turning the photo on your ID card into an ad campaign. And then actually building it into a national system. This campaign, which won the Grand Prix in the Media category at the 2014 Cannes Lions, expanded what we even mean by "media."
TRANSPORT ACCIDENT COMMISSION | Ungiven Gifts | 2014
209 gifts, each painted white, stand in a square in Melbourne. Toys, handbags, a vase, a scarf. Each one even has a handwritten tag attached, but there's no one left to receive them.
Duracell | Moments of Warmth | 2014
Hold hands and the heater turns on—that's all it takes. In the dead of a freezing Montreal winter, this experience landed at exactly the right moment.
GEOX AMPHIBIOX | THE ULTIMATE WATERPROOF TEST (7 Days of Rain) | 2013
They built three artificial rain clouds and kept one man soaked in rain for seven days straight. The location: the middle of Barcelona. Even though the sky was clear.
IBM | People For Smarter Cities | 2013
A billboard becomes a bench. A roof. A ramp. Why does something so simple move us this much?
FRIENDS OF THE EARTH | TREE CONCERT | 2013
Who would believe a tree could hold a concert? But it really happened in a park in Berlin. One night, a 100-year-old chestnut tree became a musician.
THE LINCOLN MOTOR COMPANY | HELLO AGAIN | 2013
A brand that had been around for 90 years decided to shed 90 years of being "your dad's car." The password was "Hello, Again." Nice to meet you, once more.
GO OUTSIDE MAGAZINE | REPELLENT RADIO | 2012
A radio station in São Paulo secretly mixed a 15kHz tone into its music programming from 6 to 8pm. Humans can't hear it. But mosquitoes can. Since it mimics the sound of a dragonfly's wings—a mosquito's natural predator—the mosquitoes flee. Just by having the radio on, you get bug protection.
MERCEDES BENZ | THE INVISIBLE DRIVE | 2012
This piece won the Grand Prix in the Outdoor category at Cannes Lions in 2012, and the first time I saw it, I just went "wait, what?" A car that's transparent — what does that even mean? But it really is see-through. Literally.
TNT | Push to Add Drama (A Dramatic Surprise on a Quiet Square) | 2012
The brief was simple: make a launch campaign people would talk about. So TNT set up a red button in an ordinary town square with a sign that said "Push to Add Drama." Then they just waited.
THE PERES CENTER FOR PEACE | Blood Relations | 2012
Enemies, sharing each other's blood.
GOOGLE | Voice Search | 2012
In 2012, more than 150 oddly spelled billboards popped up on the streets of London. Outside subway stations, mysterious strings of letters that looked like station names. Outside a stadium, something like "ley-tist-skohrz." Read them out loud, and suddenly they make sense. This was an ad for Google's voice search.
NOKIA | MYSTERY AD | 2012
You're sure you're using an iPhone, but suddenly the screen turns into Windows Phone. You're sure you're on Android, but somehow it's now Nokia's interface. This "impossible experience" was built as an actual mobile ad format. Winning Gold at Cannes Lions Mobile in 2012, this trick stands out both for the boldness of targeting competitors' users directly, and for the technical precision needed to pull it off.
MINISTRE DE LA DEFENSE | OPERATION CHRISTMAS | 2011
In December 2010, deep in the Colombian jungle, a giant tree turned into a Christmas tree. When guerrilla soldiers walked by, motion sensors lit up 2,000 lights, and a message appeared on a banner next to it: "If Christmas can come to the jungle, you can come home. Demobilize. At Christmas, everything is possible." This is one of the most urgent campaigns ever staged by an ad agency.
NTT DOCOMO | XYLOPHONE (森の木琴) | 2011
44 meters long, built on a forest slope. A giant wooden xylophone playing Bach's Cantata No. 147. No CGI, no sound added afterward, just wooden balls rolling down and down. And yet people all over the world held their breath watching it. This is what simple really means.
BING/JAY-Z | DECODE JAY-Z | 2011
In 2010, Bing was completely overshadowed by Google when it pulled off one of the biggest treasure hunts ever, scattering over 300 pages of Jay-Z's memoir across the globe. And the way they "scattered" them was wild: not just billboards, but the bottom of a pool in Miami, a burger wrapper, the lining of a Gucci jacket, a bronze plaque embedded in a Brooklyn housing project, a rooftop in New Orleans, even a pool table at the 40/40 Club.
COCA COLA | THE FRIENDSHIP MACHINE | 2011
A 3.5-meter vending machine stands on a street corner. You want to put in a coin, but you can't reach the slot. You look up, and that's when it hits you: there's no way to buy from this thing alone.
NIKE | CITY CUP | 2011
Mexico, 2011. NIKE turned an entire city into its playing field with a campaign called "CITY CUP."
HEINEKEN | AUDITORIUM | 2010
On October 21, 2009, 1,000 football fans gathered at an auditorium in Milan, with no idea they were walking straight into a trap.
BANG & OLUFSEN | Audio Annual Report | 2010
Turning an annual report into music. Have you ever thought of that? I hadn't. But Bang & Olufsen and Serviceplan did it.
PEPSICO | Sandwich | 2010
There's an actual town in Kent, England, named Sandwich. Walkers took over the whole thing. Turning a place name into a campaign feels almost too clever to be fair.
BOSCH | Fresh Stone-Age Meat | 2010
Mammoth steak in the freezer aisle. Dinosaur leg cuts. Saber-tooth tiger fillet. Packaged up like they're totally real products, sitting right there on the shelf. The confused faces of shoppers walking by? Priceless.