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10 articles
DSP Mutual Fund | Garuda Rakshak | 2025
In 2025, 663 million people gathered for India's Kumbh Mela. In past events, more than 250,000 children had reportedly gone missing, some never reunited with their families. In this crowd where even phones barely worked, DSP Mutual Fund and Dentsu Creative India sent up drones shaped like Garuda.
Coca-Cola | 2024
In bodegas and small shops around the world, owners have been painting their own versions of the Coca-Cola logo. Instead of telling them to fix it, the brand officially celebrated it.
UN WOMEN | Child Wedding Cards | 2024
A budget under $1,500. No AI. No celebrities. No special effects. Just wedding invitations drawn by girls aged 5 to 15. They sent them to members of parliament—and the law changed.
DOORDASH | Self-Love Bouquet | 2023
Eleven roses arrive for Valentine's Day, and the 12th is "Rose™" — the rose-shaped sex toy that went viral on TikTok. DoorDash slipped it into bouquets and sold them. They sold out in three days and won the Grand Prix in PR at Cannes Lions.
BURGER KING | NONARTIFICAL MEXICO | 2022
No models, no hair and makeup, no beautiful locations. Just black-and-white photos of ordinary people on Mexican streets, biting into a burger. Those photos became billboards — and even made it into a museum.
SPINNEYS THE LEBANESE BREAST CANCER FOUNDATION | THE BREAD EXAM | 2020
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.
GSK GLAXOSMITHKLINE | BREATH OF LIFE | 2019
Blow on your phone, and a tree painted in ink wash grows before your eyes. It's beautiful, but it's actually a lung function test. Only 7% of COPD cases in China get diagnosed. Turning a life-or-death health check into a piece of traditional art is a brilliant idea.
ALDI | Fresh Prints | 2018
I always thought "real-time" was a digital-only thing. But at 7am, vegetables wrapped in newspaper were delivered to homes across Spain, wrapped together with that very day's latest news. A comeback move where print media proved it could capture "freshness in this exact moment."
MINISTRY OF PUBLIC HEALTH AFGHANISTAN | IMMUNITY CHARM | 2017
When I heard a beaded bracelet won the Grand Prix, I didn't quite get it at first. But the judges called it the "ultimate wearable," and eight of the top ten entries that year were this one piece of work.
NESTLE | KIT KAT MAIL | 2009
Putting a chocolate bar straight into a mailbox. Who would have thought that could happen? But it did — and it became the day that idea won the Grand Prix at Cannes.