Attention is not a downstream tactic; it’s your strategic North Star. The brands that understand that and treat emotions as a business driver, not an afterthought, will build more than campaigns. They ...

Think about Captain America – he was still Steve Rogers. But with the serum, he became superhuman. That’s what AI can be for CMOs. Not to change who you are, but enhance what you can do.

‘Follow the Arches’ won four international awards, including a Cannes Lions Gold, and has since been adopted in McDonald’s global brand playbook as a case study in visual intelligence. The campaign ...

Even outside partisan circles, researchers see the same feedback loop. A 2025 analysis from Cornell University found that low-quality news links, regardless of political leaning, consistently ...

Adidas and Havas Middle East made waves in 2021 with ‘Underwater Billboard’, a world-first activation promoting the brand’s ...

OgilvyOne’s Magic of Flying (#LookUp) for British Airways was one of the first high-profile campaigns to mix real-time data and emotion to reconnect travelers with the beauty of flight. The intent was ...

In 2018, Mother London and Elvie covered London in huge boobs to normalize breastfeeding and pumping in public, challenging social stigma with humor, beauty, and scale.

McCann London’s Survival Billboard for Tomb Raider transformed endurance into live entertainment. The intent was to dramatize ...

The Economist tops the list. As a brand known for copy that requires a cognitive leap, this 2005 work from AMV BBDO has the ...

DDB Paris’ Billboard Powered by Oranges brought natural energy to life in the most literal way. Created for Tropicana, the campaign’s intent was to dramatize vitality by turning fruit into electricity ...

Passersby watched the ad “build itself” day by day. The campaign won global awards for innovation, including Cannes Lions and Clio recognition, and became a viral phenomenon for its daring realism.

‘Stay Connected at Night’, recognizing that cities after dark can be dangerous places, particularly for women & vulnerable minority groups. The work ran in light of discourse around the Sarah Everard ...