Subject
5 articles
MASTERCARD | ABRACADABRA: FROM FAN TO FEATURED | 2025
Mastercard turned the music video for Lady Gaga's first new single in five years into the world's biggest audition. The star of the show wasn't Gaga — it was her fans.
CADBURY | IT'S NO PICNIC | 2010
Turn on the TV in Australia in 2010 and you might catch a 30-second ad of an ordinary person desperately stuffing a chocolate bar into their mouth. A different person, a different face, every time. Over 200 ads ran, and not one was the same as another.
PASCALL | WHEN WILL THE FRUIT BURST | 2009
A giant strawberry-shaped balloon slowly, slowly inflates in the middle of the city. Right beside it, a needle stands ready and waiting. Nobody knows when it will burst. The only thing that's certain is that when it does, thousands of fruit candies will rain down on the street.
WARNER BROS | WHY SO SERIOUS? | 2009
This is the story of a movie promotion that turned into a city-wide game lasting 15 months. From 2007 to 2008, fans around the world became "residents of Gotham City," solving puzzles, making phone calls, and picking up cakes.
Skittles | Touch the Rainbow | 2009
In 2009, Skittles had viewers press their finger right onto their computer screen. That finger then became part of the video itself — turning into a tightrope, or a boxer's opponent.