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5 articles
PERNOD RICARD | THE TIME WE HAVE LEFT | 2020
Have you ever calculated how many days you actually have left with someone you love? It's not a reality anyone wants to know. But Ruavieja turned it into a number using an algorithm—and ended up changing people's behavior in the process.
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.
Xbox | Life is Short, Play More (Champagne) | 2002
A baby born in a delivery room bursts straight through the window, flies into the sky, ages before your eyes, and crashes into a grave. 52 seconds. In 2002, this one film shook all of Europe.
TRANSPORT ACCIDENT COMMISSION | BEACH ROAD | 1991
A road safety ad from Australia, made in 1991. I watched it for the first time in 2024, and it sent a chill down my spine. The footage is over 30 years old, but that scream hasn't aged a day. Human screams, it turns out, don't come with an expiration date.
VOLKSWAGEN | Funeral | 1969
In 1969, there was one thing advertising simply didn't touch: death. Everyone avoided that third rail — DDB walked right onto it.