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今西数英教室 | 一生忘れない塾。 | 2024
The Strength to Say, Flatly, "The Day It Ends Will Come" / Imanishi Suei Juku "Song Edition"
Every year's ad from this brand is good. But this "Song Edition" is on another level.
Year
2017
52 articles
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ペディグリー | SelfieSTIX | 2018
The world's first app that recognizes dog faces / Pedigree "SelfieSTIX"
You want to take a selfie with your dog, but your dog just won't look at the camera. Pedigree decided to seriously solve this small, everyday problem.
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Joburg Ballet | Breaking Ballet | 2018
The madness of turning ballet into breaking news in 3 to 5 days / Joburg Ballet "Breaking Ballet"
A lot of millennials saw ballet as old-fashioned. Swan Lake and Shakespeare are wonderful, sure, but to young people in Johannesburg, it felt like "an art form that has nothing to do with me." To flip that perception, a ballet company did something bold: it turned the trends on social media themselves into ballet.
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EDEKA | THE MOST GERMAN SUPERMARKET | 2018
What Empty Shelves Said Louder Than Words / EDEKA "THE MOST GERMAN SUPERMARKET"
One day you walk into your usual supermarket and the shelves are completely empty. No coffee, no chocolate, no fruit, no juice. You'd think something had gone wrong.
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NIKE | BREAKING2 | 2018
The World Held Its Breath Over 25 Impossible Seconds / NIKE "BREAKING2"
Breaking two hours in the marathon. For that single goal, Nike spent three years. On May 6, 2017, three of the world's fastest runners gathered at an F1 racetrack in Italy.
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SUNCORP | SMARTPLATES | 2017
How an Insurance Company Hacked Learner-Driver Homework / AAMI "SMARTPLATES"
What this insurance company built wasn't an ad — it was an app for getting your driver's license. And it actually got officially recognized as a valid record-keeping method in Australia.
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FAIRPHONE | The World's First Modular Smartphone (Fairphone 2) | 2017
Making you want to pull your phone apart on a café table / FAIRPHONE "THE WORLD'S FIRST MODULAR SMARTPHONE"
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.
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SK-II | Your Statement. Your Bottle. / Change Destiny Limited Edition | 2017
I Ran as Hard as I Could, and the Energy Just Came Pouring Out / SK-II "Your Statement. Your Bottle."
I couldn't tear my eyes away from this commercial of Haruka Ayase sprinting at full speed through a park in a hoodie and leggings. In one shot, it blew away SK-II's image as a brand for wealthy, beauty-obsessed older women.
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BURGER KING | Google Home of The Whopper | 2017
The Day a TV Ad Hacked Everyone's Living Room / Burger King "Google Home of The Whopper"
A single 15-second ad caused chaos in living rooms around the world just hours after it aired. The moment the employee on screen said "OK Google, what is the Whopper burger?", viewers' Google Home devices started talking back on their own. Google was furious, Wikipedia got hit hard, and public opinion split right down the middle. The result: the Grand Prix in the Direct category at Cannes Lions. Nobody had seen anything like it before.
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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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Skittles | Romance | 2017
Known for "the finger thing," steady as ever this year / Skittles "Romance"
This is the 2017 version of Skittles' 30-second Super Bowl spot, from the brand known for "the finger thing." A boy keeps throwing candy at a window—looks like it's shaping up to be a romantic scene, but it's not just his girlfriend who ends up catching them. That reliable punchline strikes again.
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BMW RUSSIA | ULTIMATE GIVING PLEASURE | 2017
Spreading the Joy of Driving — Even to Rivals / BMW "ULTIMATE GIVING PLEASURE"
For BMW's 100th anniversary, they built a dedicated free gate. And it wasn't only BMW owners who could pass through it.
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BJÖRK | NOTGET VR | 2017
In These Six Minutes, Every Viewing Is Different / BJÖRK "NOTGET VR"
Say "a music video in VR" and you probably picture something — but this probably goes beyond it. Six minutes where the experience changes every single time you watch. This piece won the Grand Prix in the Digital Craft category at Cannes Lions 2017.
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CHILD FOCUS | Coins of Hope | 2017
They erased the king's face / CHILD FOCUS "Coins of Hope"
The king's face stamped on a coin was replaced with the face of a missing child, and the coin was put into real circulation. Nobody noticed as they spent it—until that one coin waited for the moment someone's eyes would finally land on it.
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BOOST MOBILE | Boost Your Voice | 2017
The Day a Phone Store Became a Polling Place / BOOST MOBILE "Boost Your Voice"
During the 2016 US presidential election, a Boost Mobile phone store became an actual polling place. It was the first time ever that a private company's store became an official polling location. The campaign was serious enough, in a not-even-a-little-funny way, that it won multiple Grand Prix at Cannes.
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WHIRLPOOL | Care Counts | 2017
A washing machine stopped kids from dropping out / Whirlpool "Care Counts"
In America, one in five children don't have access to clean clothes. That alone makes them miss school more often, putting them at seven times the risk of dropping out. What Whirlpool did was put washing machines in schools. That's it.
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Apple | iPhone X | 2017
No Need to Stir Up Desire / Apple "iPhone X"
Set to a song that sounds a bit like Buruzon Chiemi, it's just one beautiful shot of the product after another. You could call it very Apple, and leave it at that—but this ad isn't even trying to make you want to buy the thing.
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NETFLIX | Spanish Lessons | 2017
They just made what the internet was already asking for / NETFLIX "Spanish Lessons"
Scrolling through Twitter, they noticed fans all tweeting the same thing: "Watching Narcos is teaching me Spanish." So they thought — let's actually turn that into a lesson.
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NTTドコモ | ForONEs 2017 | 2017
Taking Off the Roles to Reveal Just One Person / NTT Docomo "ForONEs 2017"
This commercial, released by Docomo in 2017 under the name "ForONEs," shows people taking off colorful T-shirts to portray the diversity within each individual. Take off the actor, and there's a dancer. Take off the professional boxer, and there's a single mother. Take off the doctor, and there's a patient. Everyone has multiple faces, but behind them all is just one "self." At a time when everyone and their mother was talking about diversity, this 60-second spot boldly stripped away any sense of "Docomo-ness," and that choice itself feels like a kind of resolve.
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LINEモバイル | 愛と革新。 | 2017
The power of saying nothing / LINE Mobile "Ai to Kakushin. Debut"
45 seconds of Non staring silently at the camera. Kirinji's "Aliens" plays, and at the end only the words "Love and Innovation." appear. It never says the service is cheap. There's nothing else it needs to say, and that's exactly the point.
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CHEETOS | CHEETOS MUSEUM | 2017
120,000 People Peered Inside the Bag / CHEETOS "CHEETOS MUSEUM"
Finding oddly-shaped Cheetos inside the bag, then putting them on display in a museum. This ridiculous idea led to the best sales week in the brand's history.
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MINISTRY OF PUBLIC HEALTH AFGHANISTAN | IMMUNITY CHARM | 2017
Why the Judges Called It the "Ultimate Wearable" / Ministry of Public Health Afghanistan "IMMUNITY CHARM"
When I heard a beaded bracelet won the Grand Prix, I didn't quite get it at first. But the judges called it the "ultimate wearable," and eight of the top ten entries that year were this one piece of work.
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Microsoft Surface | 夢中って無敵だ | 2017
It Somehow Turned Into a Pretty Cool Youth Movie / Microsoft Surface "Being Absorbed Is Invincible"
In spring 2017, a web movie was released for incoming university students. Under the main line "Being Absorbed Is Invincible," it shows students chasing their dreams while working part-time jobs, students drawing on rooftops, and students running around with friends late at night.
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TIGO-UNE | THE PAYPHONE BANK | 2017
A Phone Booth Becomes a Bank / TIGO-UNE "THE PAYPHONE BANK"
In Colombia, 8 million people don't have a bank account. Living on $3.5 a day, all they can do is hide their coins at home. In that country, TIGO-UNE turned payphones into banks, just as they were. The Grand Prix in Product Design wasn't given out for nothing.
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RECRUIT LIFESTYLE | THE FAMILY WAY | 2017
A Japan-born ad that won the Mobile Grand Prix at Cannes in 2017 / RECRUIT LIFESTYLE "THE FAMILY WAY"
A Japan-born campaign that won the Grand Prix in the Mobile category at Cannes Lions in 2017. "THE FAMILY WAY" was created by Dentsu Y&R Tokyo. On top of the Grand Prix, it also picked up a Gold and a Silver at the same time — quite an achievement.
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FIAT | Love Affair | 2017
You Can't Help But Smile / FIAT "Love Affair"
A woman pauses in front of a puddle. Stepping out of her red 124 Spider, she realizes her high heels are about to get soaked. That's when the man parked next to her, driving a 500X, lays his jacket down over the puddle. Then his shirt. Then his jeans. Until he's down to just his underwear. And then comes that scene — the woman deliberately spills her coffee. His right eyebrow twitches up in a priceless expression.
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THE BLAZE | TERRITORY | 2017
A Story of Homecoming That Starts With a Man Crying for 30 Seconds Straight / THE BLAZE "TERRITORY"
In the first 30 seconds, a man just keeps crying. He tries to hold back the tears, but they spill over, his family wraps him in a hug, and he can't stop anymore. This five-minute music video, built from just 22 shots, won the Grand Prix in the Film Craft category at Cannes Lions 2017.
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THE BANK OF ÅLAND | ÅLAND INDEX / BALTIC SEA PROJECT | 2017
The Bank That Turned Card Payments Into a Weapon to Save the Sea / THE BANK OF ÅLAND "ÅLAND INDEX / BALTIC SEA PROJECT"
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.
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THE AMMADA TRUST | #GIVEHER5 | 2017
Getting Back Five Days / THE AMMADA TRUST "#GIVEHER5"
One by one, girls vanish from the classroom. This is the story of girls in India who miss school every time they get their period. One in five of them ends up dropping out of school for good.
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CONSTRUCTION AND TRANSPORT DEPARTMENT OF THE CANTON OF BASEL-STADT | Light Frieze | 2017
An ancient decoration reborn as pixels of light / CONSTRUCTION AND TRANSPORT DEPARTMENT OF THE CANTON OF BASEL-STADT "Light Frieze"
A brick wall that glows like it's breathing. This piece brings back the "frieze"—the decorative band that has adorned buildings since ancient Greece—as a 21st-century media facade.
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ADDICT AIDE | LIKE MY ADDICTION | 2017
Every Time You Hit Like, You Were Missing an Addiction / ADDICT AIDE "LIKE MY ADDICTION"
A chic Parisian woman gathered followers in just a few weeks. Travel, parties, boats — nobody noticed, but there was alcohol in every single photo.
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UNILEVER (CLEAR) | BULLISH BOSS | 2017
Stress Turns Into White Flecks Falling Down / CLEAR "BULLISH BOSS"
A boss works himself into a rage until he finally shrinks down into a tiny white speck falling onto his own hair. With black-and-white footage and the physical language of butoh dance, this ad lands the message "stress causes dandruff" in one single image.
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AP PUBLIC COMPANY LIMITED | The Unusual Football Field | 2017
A soccer field doesn't have to be a rectangle / AP Thailand "The Unusual Football Field"
The assumption that soccer fields have to be rectangular gets broken here with an L-shape and a zigzag. In Khlong Toei, a densely packed slum area in Bangkok, a real estate developer built soccer pitches in oddly shaped lots. The moment you see it, you think "oh, this actually works" — that's how strong the idea is.
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AIG Japan | #TackleTheRisk | 2017
Even if you get tackled out of nowhere, maybe it's fine if it saves you / AIG Japan "#TackleTheRisk"
At Shibuya's scramble crossing, All Blacks players suddenly appear and start tackling passersby left and right. At first you think "what is this violence," but once the reveal comes, it all clicks into place.
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日清食品 | HUNGRY DAYS | 2017
Destiny Begins with a Teaser / Cup Noodle "HUNGRY DAYS Teaser"
This teaser is too cute. Eisaku Kubonouchi's illustrations are too cute. The narration is too cute too.
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JR東日本 | Apple PayのSuica | 2017
No More Lines at the Ticket Counter This Spring / JR East "Apple Pay Suica Commuter Pass"
Spring, new beginnings. That whole business of standing in line at the ticket counter to buy a commuter pass disappears, with just an iPhone. That's really all there is to it, but something about Ryuhei Matsuda's presence, the visuals, and the sound makes it strangely pleasant.
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GINZA SIX | メインストリート | 2017
Shiina Ringo's "Full Happiness Mode" Takes Over Ginza / GINZA SIX "Main Street"
The "full happiness mode" that Shiina Ringo sometimes shows is exploding along Ginza's Chuo Dori. A dream duet with Tortoise Matsumoto, an orchestra, dancers, balloons, magic. The 90-second film is so full of joy it feels like a musical movie, and by the end you'll want to walk Ginza's main street yourself.
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EXPEDIA | Visit Britain | 2017
Just tilt your phone to travel across all of Britain / Expedia "Visit Britain"
Tilt your phone north and you're in Scotland. Tilt it west and you're in Wales. A video experience where the direction you tilt decides your destination.
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KRAFT HEINZ | New and Not Improved | 2017
They quietly sold 50 million boxes before finally coming clean / Kraft Heinz "New and Not Improved"
Kraft Heinz changed the recipe for its mac and cheese and kept selling it for three months without telling a single soul. 50 million boxes of it. Staying quiet about a change is about the one move you're never supposed to make in advertising, and that's exactly what they did.
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UQ mobile | 紀香の誕生日 | 2017
Now That's a Move I Didn't See Coming / UQ mobile "Norika's Birthday"
The moment Norika showed up on screen, I went "huh?"—and then about two seconds later it hit me with a full "whoa!" I'd been watching the UQ Three Sisters series because I love Mikako Tabe, so having Fujiwara Norika suddenly turn up was a real shock. This feels like one of those ideas that must have felt amazing the second someone thought of it.
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STOCKHOLM PRIDE | LOS SANTOS PRIDE | 2017
They built an indestructible parade into the most violent game on earth / STOCKHOLM PRIDE "LOS SANTOS PRIDE"
They put a pride parade into the world of GTA5 that absolutely cannot be destroyed. In a city where you're allowed to run over pedestrians and shoot criminals, they made the one thing you can't attack—and thinking about what that means gives you chills.
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WOWOW | WOWOWに入りましょう。 | 2017
If You Ask Who'd Actually Be Happy to Watch This, Well, That's Exactly the Point / WOWOW "The Encounter"
"♪Should I join the hmm-hmm-hmm~" Yuya Yagira hums to himself on a train platform, and the lyrics are so mysterious that Kasumi Arimura can't help but call out to him. I've been watching this series for a while, but thinking about it again, this really is a celebrity commercial, isn't it.
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LEGACY BERLIN | ART BEATS HATE | 2017
Repainting Hate with Art / LEGACY BERLIN "ART BEATS HATE"
"ART BEATS HATE." The title of a film made by a graffiti shop in Berlin says it all. Art beats hate. That's the whole story.
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GEICO | Crushed | 2017
Wait, how does an ad "shrink"? / GEICO "Crushed"
In the frozen food aisle, the walls slowly close in, squashing both the people and the products. The idea here is to physically "shrink" a pre-roll ad.
富士通テン ECLIPSE（イクリプス） | Father's Drive | 2017
An Experiment: Can You Recognize Your Father's Driving, Even Blindfolded? / FUJITSU TEN ECLIPSE "Father's Drive"
I stumbled on this while looking into something else, and ended up watching the whole thing without meaning to. It's an experiment where blindfolded kids try to pick out their father's driving from among three different drivers. The way the question is set up is great — it sits right on that line of "hmm, could they actually do it?"
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IM SWEDISH | THE HUMANIUM METAL INITIATIVE | 2017
Turning metal made for killing into metal made for living / IM SWEDISH "THE HUMANIUM METAL INITIATIVE"
Melt down guns, turn them into metal. That simple idea won the Grand Prix in the Innovation category at Cannes Lions in 2017. The metal, made from seized illegal firearms, is called Humanium Metal.
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湖池屋 | スゴーンなダンス | 2017
That Legend Returns After 29 Years / Koikeya "Sugo-n na Dance"
Do you remember that ballroom dance commercial Masahiko Sato made back in 1988? With its catchy jingle, it was a legendary ad that swept through the era on rhythm and nonsense. Now, 29 years later in 2017, Koikeya launched an upgraded snack called "Sugo-n," and that very commercial came back to life in the 21st century, done up with EDM music and lightning-fast footwork dancing.
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ITC SAVLON | Healthy Hands Chalk Sticks | 2017
The Moment Chalk Turns Into Soap / ITC Savlon "Healthy Hands Chalk Sticks"
Kids wrote on the blackboard with chalk, and that same chalk let them wash their hands. Here's the story of how soap reached children in rural India.