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8 articles
DOVE | Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement | 2025
An ad for soap has spent 20 years picking a fight with the definition of "beautiful." In 2025, it won three Grand Prix at Cannes. This isn't really an ad campaign anymore—it's bigger than that.
RUH FIGHTING CHAMPIONSHIP | The National Sport of Kazakhstan | 2024
A ring where men and women fight each other? Unthinkable, the men raged. But inside their own homes, they said nothing. RUH Fighting Championship exposed that silence.
HEINZ | IT HAS TO BE HEINZ | 2024
Ask an AI to draw ketchup, and a Heinz bottle shows up on its own. Ask a person, same result. Behind the scenes at restaurants, fake ketchup gets refilled into Heinz bottles. The work that spent five years collecting proof of this blindingly obvious fact won the Creative Effectiveness Grand Prix at Cannes in 2024.
ADDICT AIDE | LIKE MY ADDICTION | 2017
A chic Parisian woman gathered followers in just a few weeks. Travel, parties, boats — nobody noticed, but there was alcohol in every single photo.
Always | #LikeAGirl | 2014
When you ask a grown-up to "run like a girl," they flail their arms and legs around and laugh. But ask a girl who hasn't hit puberty yet, and she runs with everything she's got. That gap took my breath away.
SWEDISH INSTITUTE AND VISIT SWEDEN | CURATORS OF SWEDEN | 2012
Handing the country's official Twitter account to a different ordinary citizen every week. No checking what they tweet. That's the bet Sweden made.
THE PERES CENTER FOR PEACE | Blood Relations | 2012
Enemies, sharing each other's blood.
BURGER KING | WHOPPER SACRIFICE | 2009
Delete ten friends on Facebook and you get a free Whopper. The person you deleted gets a notification saying 'You have chosen a Whopper over your friend.' It was a bomb CP+B dropped in 2009.