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6 articles
KITKAT | THE KITKAT HEIST | 2026
A truck loaded with KITKAT really did go missing. Instead of covering up the kind of accident brands usually hide, the brand decided to put it all out in the open.
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.
Vaseline | Vaseline Verified | 2025
A project that took all 3.5 million ways people use Vaseline on social media and tested every single one in a lab. The first time Vaseline has done anything like this in 155 years, and it won a Titanium Lion at Cannes.
REDDIT | Superb Owl | 2020
For five seconds, text just appears on screen. You can't read it. But that was the most talked-about ad at the 2021 Super Bowl. Reddit's own line, "Wow, this actually worked," turned out to be exactly right.
WENDY’S | Keeping Fortnite Fresh | 2019
A fast food chain spent nine hours destroying freezers inside Fortnite, and the game's developer ended up removing freezers from the game entirely. This stunt beat Nike's "Dream Crazy" to win the very first Grand Prix in the Social & Influencer category at Cannes Lions.
BEST BUY | TWELPFORCE | 2010
This is the story of the day something that wasn't an advertisement won the Grand Prix at Cannes. I watched the moment customer service turned into advertising.