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17 articles
TRA Mongkut Fertilizer | Soil Stay | 2026
A sample of soil, handed over as payment for a place to stay. That's the idea behind this farmstay program for farmers, created by Thai fertilizer brand TRA Mongkut and VML, which won the Grand Prix at Spikes Asia 2026.
サントリーホールディングス | 天然水「大自然を味方に」篇 | 2025
There's a scene where someone opens a bottle cap, but the product packaging stays blurry the whole time. And somehow, nobody minds. All eyes are glued to a small figure running down a mountain trail.
IKEA | HIDDEN TAGS | 2025
IKEA furniture has a hidden tag that disappears once it's assembled. On it: the manufacturing date. From that one fact alone, IKEA pulled off a treasure hunt that got all of Portugal involved.
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.
Coca-Cola | 2024
Coca-Cola's logo, drawn in the shape of a crushed can. A campaign that boldly crushed the logo everyone assumes is untouchable won the Grand Prix in the Print & Publishing category at Cannes Lions 2024.
FILSA COLOMBIA | FILTER CAPS | 2024
Just snap a cap weighing only 24g, made from cornstarch, onto a bottle, and cloudy water from a pond or well turns into drinking water. This isn't just advertising — the water actually changes.
MAKRO | LIFE EXTENDING STICKERS | 2023
Those tiny stickers on fruit? They turned them into a medium. That alone cut Colombia's food waste by 70 tons a week. This might be the ultimate example of how small an ad can be and still work.
パナソニック | Make New | 2022
When a girl touches a piece of fabric, a cold, lifeless blue world instantly transforms into one overflowing with green. This reversal was actually filmed by flipping the entire set and everyone in it completely upside down.
MARS | HOPE REEF | 2022
A cat food company planted letters on the ocean floor. H-O-P-E. Visible from space, on Google Earth. And made of living coral.
CARREFOUR | ACT FOR FOOD | 2020
A supermarket broke the law, and ended up changing the law. And for that, it won the Grand Prix at Cannes. This is what it looks like when an ad actually moves society.
ABINBEV | Contract for Change | 2020
You'd think this was a beer commercial, but it turned out to be about a contract. And that contract was trying to change America's entire farming system. This is a story about an ad that didn't just talk about something — it became the mechanism itself.
CARLINGS | ADDRESS THE FUTURE | 2019
You buy clothes, wear them, take a photo, post it online. But what if those clothes never actually existed? In 2019, Norway's CARLINGS released the world's first fully digital clothing collection, and honestly, my first reaction was "wait, what?" But this campaign went on to win the first-ever Grand Prix in the Digital Craft category.
FAIRPHONE | The World's First Modular Smartphone (Fairphone 2) | 2017
A phone whose screen pops off in 20 seconds, no tools needed. In an industry where keeping a phone's insides a black box was the norm, Fairphone chose to show everything on purpose.
THE BANK OF ÅLAND | ÅLAND INDEX / BALTIC SEA PROJECT | 2017
Every time you pay with your card, your CO2 emissions arrive right alongside your bill. A small Nordic bank built the world's first system to do exactly that. It won the Grand Prix in the Cyber category at Cannes Lions in 2017, and today it's used by more than 90 banks in over 40 countries.
CHIPOTLE | CULTIVATE CAMPAIGN (Back to the Start) | 2012
A fast food chain made an animated short attacking factory farming. The product never once appears on screen. And it still won two Grand Prix at Cannes. That's almost too bold to believe.
CHIPOTLE | Back to the Start | 2012
For 2 minutes and 20 seconds, it just talks about farms. No burritos, no smiling staff, not even the product name shows up. For a fast food ad, that's incredibly strange. And yet it ended up winning two Grand Prix at Cannes.
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.