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Nikka Whisky | No Labels | 2025
When Every Label Was Stripped Away, What Remained / Nikka Whisky "No Labels"
They peeled the labels off the bottles. And they peeled the assumptions off people, too. That's the moment whisky became a way of living.
Subject
freedom
10 articles
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PENGUIN BOOKS | Portuguese (Re)Constitution | 2022
Turning a Symbol of Censorship into a Symbol of Freedom / PENGUIN BOOKS "Portuguese (Re)Constitution"
Portugal's first-ever Cannes Lions Grand Prix. And it won out of 1,058 entries. The moment I watched the video, I knew this was a win that had to happen. The sheer intensity of watching a blue pencil cover over the constitution, page by page, is something else.
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OLD TOWN ROAD FT. BILLY RAY CYRUS | Old Town Road (Official Movie) | 2020
Riding a Horse Straight Through the Fence of Genre / Lil Nas X "Old Town Road (Official Movie) ft. Billy Ray Cyrus"
A 20-year-old college dropout bought a beat for 30 dollars and wrote a song over it in a single day. That song was "Old Town Road." The official music video went on to win the Grand Prix in Entertainment Lions for Music at Cannes in 2021.
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SONY | GRAVITY CAT | 2017
Wait, how did they even film this? / Sony Interactive Entertainment "GRAVITY CAT"
A cat walks on walls, runs across the ceiling, and two sisters fall into the sky along with their entire apartment. For four straight minutes, I just kept asking myself, "Is this really not CGI?"
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KENZO | MY MUTANT BRAIN | 2017
A Perfume Ad Where a Woman Shoots Laser Beams / KENZO "MY MUTANT BRAIN"
In this perfume commercial, a woman shoots laser beams out of her hands. And somehow it won a Titanium Lion at Cannes. Perfume ads finally broke.
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キユーピー | コンビニエント | 2015
Not "Delicious," Just "Convenient" / Kewpie Half "Convenient"
This is an ad for a condiment, but it never says "delicious" or "good for you." The only word it says is "convenient." Mariko Takahashi just stands there on screen, and that's it.
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リクルートホールディングス | すべての人生が、すばらしい。 | 2014
Who Said Life Was a Marathon? / Recruit Point "All Lives Are Wonderful"
A commercial that declares life is a marathon—then immediately sets out to demolish its own metaphor.
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DOMINO’S PIZZA | YOU GOT 30 MINUTES | 2009
The Gift of 30 Minutes / DOMINO'S PIZZA "YOU GOT 30 MINUTES"
Domino's Pizza used to have a guarantee: free pizza if it didn't arrive within 30 minutes. This campaign brought that idea back to life in a completely different form. Not as a guarantee. As a gift.
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トヨタ | ファンカーゴ | 2000
Crammed Full, Yet Somehow Not Annoying / Toyota "FunCargo"
This is a 2000 Toyota FunCargo commercial. It's built around a rapid-fire narration that crams in benefit after benefit, then lands on the line "Where I go and what I do is my own business" followed by the sound logo "Fun-Car-Go!" Despite being packed with information, it somehow doesn't feel annoying. This ad is now 18 years old (as of this writing), but the approach would still work perfectly well today.
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APPLE COMPUTER | 1984 | 1984
One broadcast, and advertising history changed forever / APPLE COMPUTER "1984"
January 22, 1984, third quarter of the Super Bowl. On screens watched by 960,000 people, 60 seconds ran with no product and no specs in sight. Just a woman hurling a hammer, and a screen shattering. The two commentators looked at each other and couldn't help but ask, "What was that?"