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13 articles
POPEYES LOUISIANA KITCHEN | CHICKEN WARS | 2020
In August 2019, a tweet of just 15 characters shook up the restaurant industry. The story goes that a chicken sandwich — ten weeks' worth of stock — sold out in just eight days.
日清食品 | 匂わせたい | 2020
A man's shoulder caught in the edge of a glass. Matching shoes. A poem you read vertically that spells out "I'm with the winning team." Ugh, another hint-dropping girl on social media, you think, getting a little annoyed. But that annoyance turns into pure delight by the end.
BRBR | HEROES OF TODAY | 2019
The screen is black and white: Berlin, 1936. A Black athlete walks down a street hung with swastikas. People passing by turn to stare and whisper, and even a child hurls a slur at him. Then, just as he steps into the stadium, it hits you — wait, this is a tweet from today.
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.
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.
headspace | Reword | 2017
A red strikethrough appears before you hit send. Type something cruel, and it asks, "Are you sure you want to send that?" It's basically spellcheck for bullying. The mechanism is simple, and the aim is dead straight.
Under Armour | I Will What I Want | 2014
A world-famous supermodel punches a sandbag. Kicks it. On the wall behind her, cruel comments people wrote about her appear—and vanish with every hit.
METROPOLE ORKEST | METROPOLE TWEETPHONY | 2013
A Dutch orchestra on the verge of disappearing due to budget cuts had a full 52-piece orchestra perform a song live that was composed entirely on Twitter. You didn't need an instrument, just 140 characters.
COCA-COLA | Polar Bowl | 2012
On Super Bowl night, more than 700,000 people watched polar bears instead of the actual game. Isn't that wild?
UNIQLO | LUCKY LINE | 2011
In 2011, UNIQLO brought the "line" online. Turning that familiar sight of people queuing outside stores from 6 a.m. into a virtual experience on Twitter and Facebook was, at the time, an unheard-of move.
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.
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.
DIESEL | HEIDIES 15 MB OF FAME | 2007
In 2007, if you opened diesel.com, instead of the usual homepage you saw a hotel room. Two women were holding an employee hostage, shouting that they wanted to be famous. This went on for five days.