Year
16 articles
大塚製薬 | Midnight Train | 2022
A whole year of a student's life flows past the window of a night train. Carrying both the things they gave their all to and the things left unfinished, the train still keeps running toward morning.
HUMANE SOCIETY INTERNATIONAL | SAVE RALPH | 2022
Ralph the rabbit can't see out of one eye. He's deaf in one ear. His back is scarred with chemical burns. And yet he talks proudly about his job as a "tester." This four-minute stop-motion film has been watched more than 150 million times around the world — and it moved Mexico to act.
奇譚クラブ | カプセルトイの歴史 | 2022
A caption reading "Provided by the National Broadcasting Network" opens the video. Ancient times when capsule toys were sacred rituals, modern times when they were weapons, and a future where they rule humanity with a will of their own. A three-part series running over 15 minutes, and every bit of it is a lie.
GIRLS WHO CODE | DOJACODE | 2022
"Doja Cat is one of 999 things girls care about." That one sentence sums up the whole idea. If girls aren't interested in coding, why not use one of those 999 things to pull them in? Doja, in this case.
マクドナルド | 家族といっしょに。「僕がここにいる理由」 | 2021
7/20/1971. The day Japan's first McDonald's opened in Ginza. In 2021, it turned 50. This commercial wraps up those 50 years into a single story. Miyako Miyazaki plays two roles: "a junior high school girl on a date at McDonald's 50 years ago" and "the same woman today, eating a Big Mac with her grandchild." A 62-year-old playing a junior high schooler. Just that alone is enough to make you tear up.
大塚製薬 | カロリーメイト 見えないもの篇 | 2021
2020 was a year when everyone fought an invisible virus. And CALORIEMATE still delivered its usual commercial to that year's students taking entrance exams. But things didn't go as usual. Remote classes, disinfectant, acrylic partitions, cancelled competitions. The moment Naotaro Moriyama's "Sakura" started playing, the tears wouldn't stop.
HARIBO | キッズボイス 相撲 | 2021
A hulking sumo wrestler in a yukata says things like "Squishy-squishy~" and "It's so juicy." But the voice is a child's. For three seconds you're confused, and the next second you're already grinning.
ポカリスエット | でも君が見えた | 2021
A clever debate over "Is it CG or not?" matters a hundred million times less than that first "whoa" the moment you watch it.
大日本除虫菊 | ゴキブリと少年 その1／その2／その3 | 2021
The son believes the cockroach he's named Charlie is his friend. One day, his father asks him a question amid a swarm of cockroaches: "Can you tell which one is Charlie?" The answer is no, he can't.
BECO | #STEALOURSTAFF | 2020
"Please steal our staff." BECO printed résumés right on their bottles and put them on the shelves of major supermarkets. Getting poached is usually every company's nightmare—but BECO made it happen on purpose.
GOOGLE | Timelapse in Google Earth | 2020
Gathering 24 million satellite photos, this project let anyone, for free, fast-forward through how the Earth has changed from 1984 to 2020. Just type in a place name in the search bar, and you can watch your own hometown transform over 37 years.
WARNER MUSIC GROUP | SAYLISTS | 2020
One in twelve children has a speech sound disorder (SSD). The key to therapy is repetition — but for kids, that's just plain boring. So what about music? Or rather, isn't music itself the ultimate form of repetition? Starting from that simple question, Warner Music and ad agency Rothco used an algorithm to analyze a 70-million-song Apple Music catalog and created "Saylists," playlists with genuine therapeutic value.
CARREFOUR | ACT FOR FOOD | 2020
A supermarket broke the law, and ended up changing the law. And for that, it won the Grand Prix at Cannes. This is what it looks like when an ad actually moves society.
REDDIT | Superb Owl | 2020
For five seconds, text just appears on screen. You can't read it. But that was the most talked-about ad at the 2021 Super Bowl. Reddit's own line, "Wow, this actually worked," turned out to be exactly right.
BURGER KING | CONFUSING TIMES | 2020
2020 was a year when everyone felt confused. Burger King made a radio ad that put that exact feeling of confusion into words—things like catching a sneeze with your elbow, then high-fiving with that same elbow. And the twist is, it was actually an ad for the Impossible Whopper, which tastes like meat but isn't meat. Presenting confusion as confusion, honestly, turned out to be the most honest approach of all.
FONDATION DE FRANCE | BEE_INFLUENCER | 2020
I always thought influencers were a human thing. Turns out I was wrong. A bee smaller than an inch gathered 280,000 followers on Instagram and poured the ad money straight into saving her own species. This really happened.