Method
31 articles
WAITROSE & PARTNERS | Sweet Suspicion: A Deliciously Festive Whodunnit | 2025
The star dessert at Christmas dinner has vanished. Every member of the family is a suspect. With Succession's Matthew Macfadyen and Fleabag's Sian Clifford in the cast — an unlikely lineup for a supermarket ad — Waitrose pulled off a surprising two-part mystery.
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.
BILLBOARD ARABIA | THE SECOND RELEASE | 2025
Bringing back a forgotten diva with AI. And timing it to Saudi Arabia's National Day, no less. The moment I heard this, my first thought was "wait, is this a good idea?" But the result was a Cannes Lions Gold - in a category where only 0.78% of all entries win.
Nikka Whisky | No Labels | 2025
They peeled the labels off the bottles. And they peeled the assumptions off people, too. That's the moment whisky became a way of living.
ERRATA AT 88 - | Errata at 88 | 2024
In 1962, a legendary concert at Carnegie Hall introduced bossa nova to the world. One of its founders, Alaíde Costa, wasn't on that stage. Now 88 years old, she finally got to stand there.
NOBLEX/ PARAMOUNT+ | THE CEO (El Gerente) | 2023
A promotion from 2017 turned into a 105-minute movie six years later, got a theatrical release, and won Gold at Cannes. It's the kind of thing that gives you goosebumps just thinking that it actually happened.
XBOX | THE BIRTH OF GAMING TOURISM | 2020
Game ads are usually about weapons and heroes. Xbox decided to sell its games as a "tourist destination" instead. You've got to applaud the sheer craziness of that.
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?
CBC | ABLA FAHITA | 2015
A puppet made for an ad got investigated by the state on terrorism charges, and still went on to win the Titanium Grand Prix at Cannes. This actually happened in Egypt.
LIDL | BOSSE’S MILK | 2015
One grumpy guy's name ended up printed on milk cartons all over the country the very next month. Nobody expected a single post to get such a serious response.
SAKKER EL DEKKENE (STOP THE SHOP) | LEBANON4SALE | 2015
Fighting corruption can feel like a hopeless battle. But an NGO in Lebanon realized something: corruption is a business too. And if it's a business, it can be shut down.
AMERICAN HONDA MOTOR | PROJECT DRIVE IN | 2014
You need a car to go to a drive-in theater. That point is so obvious nobody ever says it out loud, but Honda took it seriously.
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."
FUNERAL INSURANCE COMPANY DELA | Why Wait Until It's Too Late | 2013
A funeral insurance company stopped talking about funerals and started saying "say it today" instead. And that's what won the Media Grand Prix at Cannes. An ad that reaches this far without ever mentioning the product.
ALS FOUNDATION NETHERLANDS | I Have Already Died | 2012
"Not for me. Because I'm already dead." On screen, people speak plainly, directly to the camera. The weight of this campaign comes from one fact: by the time it aired, every single one of them was already gone.
THE PERES CENTER FOR PEACE | Blood Relations | 2012
Enemies, sharing each other's blood.
P&G | Thank You, Mom – Best Job | 2012
At the 2012 London Olympics, P&G called itself the "Proud Sponsor of Moms" — the official sponsor of mothers everywhere.
WALKERS CRISPS | SANDWICH | 2011
There really is a town in England called Sandwich. This is the story of how celebrities showed up there one after another and took over the town for three days.
SCOPE | SEE THE PERSON | 2011
In the darkness, rock music rings out. Then the lights come up on the members of a six-person band, Rudely Interrupted. The music tells you first, before anything else, that five of them are living with disability.
T-MOBILE | Welcome Home | 2011
In 2010, at the arrivals hall of Heathrow Airport, tired passengers walked out to find 300 people suddenly bursting into song. A choir that recreated even the sound of instruments using only their voices turned the cold, impersonal arrivals hall into a celebration in an instant.
AXE | PREMATURE PERSPIRATION | 2011
When I saw this Argentine ad from 2011, I couldn't help but laugh. I mean, "premature perspiration" — even the name is already a metaphor for that other thing.
OBAMA/BIDEN 2008 | OBAMA FOR AMERICA | 2009
At Cannes in 2009, the jury did something no political campaign had ever had done to it before. They gave it two Grand Prix at once, in Titanium and Integrated, and both decisions were unanimous.
HAAGEN DAZS | HD loves HB (Honey, Let's Lick the Problem) | 2009
In 2009, honeybees were mysteriously vanishing across America. The reason Haagen-Dazs got involved was simple: without bees, it couldn't make four out of ten of its flavors.
NYC & CO. AND WARNER BROTHERS | Oasis Dig Out Your Soul In The Streets | 2009
In September 2008 (month 9), on the New York subway, a street musician was playing a brand-new Oasis song that hadn't even been released yet.
MICROSOFT | Halo 3: Believe - John 117 Monument | 2008
It's an ad for a video game, but no game footage shows up anywhere in it. All you get is an old soldier recalling memories of war, and a massive 110-square-meter battlefield diorama. This ad treated Halo 3 like it was a real war.
THE TIMES OF INDIA NEWSPAPER | Lead India | 2008
At Cannes Lions 2008, India's first-ever Grand Prix didn't go to a drink or a car, but to a newspaper. And it wasn't just an ad campaign, either. It was the story of a newspaper that seriously tried to raise up the country's next leaders.
BURGER KING | XBOX KING GAMES | 2007
Burger King's agency made three Xbox games. They sold them for $3.99 as an add-on to value meals. They sold 3.2 million copies. The company's quarterly profit went up 40%. This is the story of an ad agency that made a product instead of an ad, and made the company money.
AXE | AXE 3 | 2007
In 2007, an ad out of Buenos Aires won the Grand Prix at Cannes. In the deodorant market, it pulled off something that shouldn't have been possible: 1+1=3.
GALITIA BANK | Lopetegui Deposit | 2007
Footage of former goalkeeper Lopetegui collapsing live on air somehow became a bank ad. And the fixed deposit product was even named the "Lopetegui Deposit." I just love this kind of thinking.
LYNX | LYNXjet | 2006
In 2005, a brand-new airline appeared in Australia. Underneath it all, it was really an ad for deodorant. But they built it so seriously that real flight attendants from an actual airline ended up striking over it.
MAGNUM ICE CREAM | 7 DEADLY SINS: GIVE IN TO IT | 2002
Naming your ice cream after a sin, then boldly telling people to give in to it. This bold move by MAGNUM in 2002 was a massive hit in Australia, and it spread around the world.