Every case

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• Sony's Gravity Cat film sells Gravity Rush 2 by bending gravity in the real world2017–2018
• Into the Breach makes enemies announce their attacks, turning tactics into a puzzle2018
• Double A proves jam-free paper with 567 printers in an OK Go music video2017–2018
• American Vandal films a school dick-prank as true crime — parody format, Peabody winner2017–2018
• JAT turns discarded temple flowers into paint for restoring temple murals2018
• Firevase turns a flower vase into a throwable home fire extinguisher2018
• Babyshop coins an Arabic word that puts 'mum' into 'parenthood'2018
• Crisis Text Line meets people where they actually are: the text message2013–2018
• Paytm turns the sweets given as loose change into redeemable digital money2017–2018
• Mengniu (蒙牛) turns Messi's stumbles into the 2018 World Cup's Chinese catchphrase2018
• La Libanaise Des Jeux turns a selfie into a Loto number — Lucky Face Grand Prix2018
• Dentsu teaches all 82 sumo throws with two schoolgirls in sailor uniforms2017–2018
• Kobe Shimbun prints an actual-size checklist you pack your evacuation bag on2017–2018
• AMC's A-List: three movies a week in any format for $19.95 a month2018
• Skyscanner gives away flight-search widgets and turns other sites into its growth channel2008–2018
• nocode: Kelsey Hightower's 'write nothing' joke repo tops 65k GitHub stars2018
• Tuft & Needle: a mattress company built on $6k, no VC, and net-30 terms2012–2018
• The Narrow Bank: a bank with no loans that the Fed refused to let open2018
• Chavah puts one PWA in three app stores instead of writing three native apps2018
• Trash Isles: LADbible makes Pacific garbage patch a country — Cannes Design Grand Prix2017–2018
• Perpetual Guardian pays five days' wages for four days' work — proven by data (2018)2018
• Carrefour sells 'illegal' heritage produce in Black Supermarkets — the law changes2017–2018
• WeChat's Tiao Yi Tiao: a throwaway jump game that seeded a billion-user platform2017–2018
• Ariel's 'Dads' film: a father apologizes for never sharing housework — #ShareTheLoad2015–2018
• Huawei's Blue Army attacks the company from inside — even Ren Zhengfei is fined2006–2018
• Obra Dinn turns identifying 60 dead sailors into the whole game — and sweeps indie awards2014–2018
• tvN's Youn's Kitchen: stars run a real Korean restaurant — variety TV as honest work2017–2018
• Vicks 'Touch of Care' tells a transgender mother's story to modernize a 128-year-old brand2017–2018
• Splice rent-to-own: pay $9.99/month toward owning Serum, no upfront cost2016–2018
• SoftBank's White Family ads make Dad a talking dog — Japan's serialized telecom hit2007–2018
• Lao Gan Ma puts founder Tao Huabi on a $120 NYFW hoodie — sold out instantly2018
• Epic Games opens a PC store where developers keep 88% of sales — undercutting the 30% norm2018
• Dave's Hot Chicken's 2017 parking-lot pop-up — $900, night-only, sold out nightly2017–2018
• Unsplash: Crew's free-photo giveaway side project becomes a 48-billion-view platform2013–2018
• Costco charges members to shop and caps markups — profit comes from fees, not margins1983–2018
• adidas Japan runs a full Tokyo marathon with zero red lights — ADFEST 2018 Grande2017–2018
• Nike's 'Nothing Beats a Londoner' casts 258 real kids' boasts as film — Cannes Grand Prix2018
• Sweden's Museum of Failure turns 70+ product flops into a public attraction (2017)2017–2018
• Estonia 2008: 50,000 citizens clean the whole country in one day — World Cleanup Day2008–2018
• Zhong Xue Gao's ¥66 'Pink Diamond' sells out in 15h, launching premium Chinese ice cream2018
• The Circle: reality TV via social platform, 49.4% 16-24 share2018
• RIO × Six God: a mosquito-repellant-scented cocktail sells 5,000 bottles in 17 seconds2018
• NetEase Cloud Music's annual listening report floods WeChat Moments — every app copies it2017–2018
• Apple's 'Welcome Home' expands a cramped flat with music — Cannes Grand Prix2018
• Alipay's Weibo lottery becomes 'Chinese Koi', 1M reposts in 6 hours2018
• McDonald's turns cropped Golden Arches into arrows — Cannes Outdoor Grand Prix 20182018
• Maxam and White Rabbit's milk-candy lip balm sells out in seconds, resold at 200 yuan2018
• Li-Ning 'Wudao' at NYFW, market cap up HK$2.7B2018
• Burger King proposes a peace burger to McDonald's — 5B impressions, 2017 Grand Effie2015–2018
• Apple's 'Three Minutes' films a real CNY train-platform reunion on iPhone X2018
• 999 Ganmaoling's 'Someone Is Secretly Loving You' flips cold scenes into hidden kindness2017–2018
• Rent The Chicken lets families test-drive backyard hens with a rented coop — eggs included2013–2018
• Potato Parcel mails a real potato with your message — a $10K/month joke business2015–2018
• COTODAMA's Lyric Speaker makes song lyrics float in sync with the music2015–2018
• Tencent × Dunhuang Academy 2018: DIY Scarves, 150k Works in 2 Days2018
• Louvre Abu Dhabi turns the E11 highway into a radio-guided art gallery — MENA Effie 20182017–2018
• IKEA's 'Pee Ad' doubles as a pregnancy test — a positive result prints a crib discount2017–2018
• Fearless Girl: a statue faces Wall Street's bull — SHE fund volume +384%, Grand Effie2017–2018
• Raan Jay Fai: solo street chef earns a Michelin star — queues grow past four hours1980s–2018
• Luzhou Laojiao's Wanwei perfume: a baijiu giant's pink scent tops Weibo and sells out2017–2018
• Fortnite “Blast Off”: Turning the map into a one-time live event2018
• TRIAD's Omoshiroi Block memo pad becomes paper Kiyomizu-dera — 80K retweets2018
• Nissan invents 'Camelpower' — a unit for desert car performance2015–2018
• MoviePass prices unlimited movies at $9.95 a month — one a day, below a single ticket2017–2018
• KFC turns a chicken shortage into 'FCK' — one apology ad, 1B+ earned reach2018
• Carvana's coin-operated car vending machine — buy online, pick up from a glass tower2015–2018
• Burger King's Whopper Detour sells 1-cent Whoppers to app users standing inside McDonald's2018
• Vatti promises full refunds if France wins the World Cup — France wins, 79M yuan refunded2018
• Project Oxygen turns 'great manager' into a data list — 8 behaviors, then 10, Google-wide2008–2018
• Fortnite's $10 Battle Pass makes paying feel like playing — the format the industry copied2017–2018
• Nintendo Labo turns cardboard into Switch games — 1M Toy-Con kits in one quarter2018
• Haier's Rendanheyi turns staff into self-managed microenterprises — 10,000 managers cut2005–2018
• Huggies turns babies' daily crawl into a live 21km 'Baby Marathon' — Loeries Grand Prix2017–2018
• Amazon's 2018 letter makes its six-page silent-reading memo the model for meetings2018
• Netflix's Bandersnatch turns a Black Mirror episode into a branching film viewers control2018
• Amazon's 'disagree and commit' turns dissent into speed2016–2017
• What Remains of Edith Finch turns family deaths into playable stories — BAFTA Best Game2014–2017
• The Met frees 375,000 public-domain images under CC0 open access2017
• Association Empire launches Revue Faire, a critical design journal out every 15 days2017
• Faroe Islands' Sheep View 360 puts cameras on sheep — and Google comes to map2016–2017
• Fender Play: a guitar maker selling beginners the lessons that keep them playing2017
• 1PPM turns finishing side projects into a public one-project-per-month challenge2016–2017
• Demand Rush lets customers pledge monthly fees for side projects before they are built2017
• Math Attack makes arithmetic practice into a Missile Command-style city defense game2014–2017
• ConvertKit pays bloggers 30% for life to sell its email tool — $597k monthly by 20172013–2017
• WakaTime tracks coding time from inside the editor and bootstraps to $10k/month2013–2017
• Side Project Checklist tops Hacker News twice in a week with a free marketing playbook2017
• Warren Buffett's decade-long $1M public bet proves a cheap index fund beats hedge funds2007–2017
• Blockchain Demo: Sean Han's toy chain lets you mine blocks and watch tampering break it2017
• Canny turns its failed feedback community into a SaaS widget, hits ramen profitability2016–2017
• Broad's base editing rewrites a single DNA letter — the pencil to CRISPR's scissors2017
• Storemapper: Tyler Tringas sold his bootstrapped SaaS with open books and parallel buyers2012–2017
• Gravity Payments sets a $70,000 pay floor and cuts the CEO's salary to match2015–2017
• Diesel's 'Go With The Flaw' makes imperfection the point: flawless is forgettable2017
• Gorogoa: a puzzle where four hand-drawn panels interlock to rewrite the world2012–2017
• Dot Watch puts a refreshable Braille cell on a $300 wristwatch for the blind2015–2017
• Trapizzino: Rome's pizza pocket that made saucy Roman stews one-hand street food2008–2017
• Xibei (西贝) turns kissing into a Valentine's Day discount — 140,000 diners in one day2017
• Xiaomi sells a 'concept phone' for real — the bezel-less MIX sells out in seconds2016–2017
• Fiskars turns leftover orange plastic into a billion-selling design icon (1967)1967–2017
• The Shed at Dulwich: a fake garden-shed restaurant tops TripAdvisor's London list2017
• Greenpeace beaches a 73-foot 'dead whale' made of plastic — Ad Stars Outdoor Grand Prix2017
• FixMyStreet lets residents pin street problems on a map — 1M+ reports to UK councils2007–2017
• Doki Doki Literature Club! hides horror in a dating game, surpassing 1M downloads in 20172017
• Nescafé India turns radio's dead 5:30am hour into a dial-in venting show — ADFEST Grande2016–2017
• Stitch Fix replaces shopping with surprise five-item boxes — $977M revenue by 20172011–2017
• Seoullo 7017: Seoul turns a 1970 overpass into a 983-metre skygarden2015–2017
• Pechoin's 427 cm long image turned brand history into a viral spy film2017
• NetEase News and Ele.me Turned a Joke into a 4-Day Pop-up2017
• NetEase Cloud Music fills Hangzhou Metro with user reviews, tops App Store chart2017
• Jiangxiaobai Expression Bottle: UGC Liquor Bottle, 80% of 2017 Sales2016–2017
• CMB 2017 Study Abroad Card Ad Goes Viral2017
• Zelda: Breath of the Wild breaks decades of series rules — 34M sold2013–2017
• TV 2 Denmark's 'All That We Share' shows strangers what unites them — 393M views2017
• Samsung's Touchable Ink turns home printers into braille printers — 3 Spikes Grand Prix2016–2017
• Bonobos' Guideshops: stores that sell nothing but fit — orders ship from the web2011–2017
• AP Thailand turns odd-shaped waste lots into football fields, winning Cannes Grand Prix2016–2017
• MailChimp's 'Did You Mean MailChimp?' turns name manglings into a Cyber Grand Prix2017
• JD Finance's 'You Don't Have to Succeed' flips success-culture ads — 'bu bi' goes viral2017
• Seoul's Starfield Library puts 50,000 books at a mall's center — 10M visits in six months2017
• Nongfu Spring prints NetEase Cloud Music comments on 400M water bottles2017
• Getting Over It: a climbing game built to hurt the player — frustration as design2017
• Weichuan Daily C's 'spelling bottle' turns winter juice packs into a word game2016–2017
• Vine's six-second loop turns a limit into a format TikTok inherits2012–2017
• Nike's Breaking2 turns a sub-2-hour marathon attempt into a live global event — 2:00:252014–2017
• Brewtroleum: DB Export turns brewing yeast into car fuel — sales +10%, Grand Effie2016–2017
• Booking.com wraps every product change in an A/B test — 1,000+ live at once2007–2017
• Samsung's The Frame turns an off TV into wall art — creating the lifestyle TV category2017
• Indie Hackers makes founders publish their revenue — transparency becomes the product2016–2017
• IKEA prints recipes on parchment with life-size ingredient outlines — 12,500 gone in hours2016–2017
• Fotile turns range-hood grease into ink for a love-letter book — 1.2M send in their oil2017
• Extra Gum's 'Story of Sarah & Juan' turns a stick of gum into a love story — 109M views2015–2017
• Cuphead hand-draws every frame in 1930s cartoon style — 1M copies in two weeks2013–2017
• Tencent Charity's ¥1 'Little Friends Gallery' H5 raises ¥15M in a day from 5.8M donors2017
• Palace Museum Taobao turns emperors into memes — cultural-product revenue hits ¥1.5B2013–2017
• Death Café turns tea and cake into a space to talk about dying — now worldwide2011–2017
• Alipay's 2016 'Collect Five Blessings' card game — 790K users split a 215M yuan pot2016–2017
• Candy Japan (2011): twice-monthly Japanese candy boxes, from side hustle to $15k/month2011–2017
• Walmart turns jersey numbers into prices — 'Price on the Jersey' wins El Ojo Grand Prix2017
• This Girl Can: Sport England films sweaty real women — 2.8M do more exercise2015–2017
• Patreon (2013): fans fund creators per video, not per view2013–2017
• Etsy's 2012 blameless postmortems turn failure review into a ritual the industry copies2012–2017
• Substack launched in 2017 betting readers would pay for newsletters instead of ads2017
• Helsinki's 2011 Restaurant Day let anyone open a one-day eatery — and it circled the globe2011–2017
• NetEase Cloud Music prints users' song comments across a Hangzhou subway train2017
• Laika 3D-prints 23,000 faces so Kubo can make 48 million expressions2016
• Rocket League makes car soccer a sport — 14M downloads and $70M in year one2015–2016
• Supercell's cell structure gives each small game team launch-and-kill power2012–2016
• Air New Zealand turns its safety briefing into a Hollywood movie parody2016
• Nissan makes office chairs park themselves to demo its driver-assist tech2016
• SubmitHub turns music-blog submission spam into a paid two-sided marketplace2015–2016
• Oh My Zsh: a tangled personal zsh config becomes a 900-contributor framework2009–2016
• GoSnaps rides the Pokémon GO wave: 500k users in 5 days on one $100 server2016
• Giles Clement builds a working 16x20 wet-plate camera in 10 hours for $1682016
• Codetree closes at $128k after a Friday-night full-price offer with a Sunday deadline2016
• Mersey Burns wins NHS adoption by selling its IP for £1 and passing peer review2010–2016
• Deloitte replaces annual ratings with weekly check-ins and four-question snapshots2014–2016
• Texas turns 'Don't Mess with Texas' into an anti-litter slogan — roadside litter falls 72%1986–2016
• Sweden becomes first country with its own phone number — callers reach a random Swede2016
• Doritos 'Crash the Super Bowl': fans make the $1M ad, the contest is the campaign2006–2016
• Mob programming: the whole team on one computer, one task, one piece of flow at a time2011–2016
• Raindrop Cake: a water-and-agar dessert sells out at Smorgasburg for $82016
• Panasonic's 'Life is electric' gives batteries backstories — Cannes Design Grand Prix 20162016
• Friendship Bench: Zimbabwe grandmothers deliver therapy on park benches — now global2006–2016
• Blizzard's WoW Token turns in-game gold into game time — an official market for $202015–2016
• W. L. Gore runs on a lattice — no bosses, sponsors instead, leaders emerge1958–2016
• Super Mario Maker turns Nintendo's level editor into the game — 1M courses in week one2015–2016
• Uni-Noodle's 'House of Little Moments' noodle shop lifts sales 37%, wins Spikes Grand Prix2015–2016
• Snickers' Hungerithm prices candy by internet anger — 2 Spikes Asia Grands Prix2016
• OCEDEL's 'Firefly Man' turns a dad into a human firefly — ADFEST 2016 Film Grande2016
• KT's Life Saving TV turns TV habits into elder care — ADFEST 2016 Promo Grande2015–2016
• Icehotel rebuilds itself from Sweden's Torne River every winter — the original ice hotel1989–2016
• Keep Talking and Nobody Explodes: a VR bomb and a paper manual turn talking into gameplay2014–2016
• GEICO 'Unskippable' finishes its pitch in 5 seconds — and wins a Cannes Film Grand Prix2015–2016
• Zappos' Holacracy drops managers and titles for self-governing circles2013–2016
• Landfill Harmonic: Cateura's children build an orchestra from trash — and go viral2012–2016
• Bajaj V forges a warship's steel into India's bike — Grand Effie 20162016
• TAC's Meet Graham sculpts a human built to survive crashes — 33M views in 24 hours2016
• Oatly's 'Wow No Cow' turns the Swedish dairy lobby's lawsuit into the brand story2014–2016
• No Man's Sky generates 18 quintillion planets — math makes discovery the whole game2013–2016
• Hawker Chan: a $2.50 hawker dish wins a Michelin star — and becomes a franchise2009–2016
• GivingTuesday: 92nd Street Y invents a global day of giving — $168M in a day by 20162012–2016
• Weilong 2016: Hot-strip store in Apple style, sales up 5x2016
• SUUMO moves hermit crabs into custom cocoon homes — two ADFEST 2016 Grandes2015–2016
• NetEase Onmyoji sells Japanese youkai to China — 11.9B topic reads, 10M daily users2016
• Xinshixiang 2016 '4-Hour Escape': 30 Tickets, 1M Reads in 3 Hours2016
• SK-II 'Marriage Market Takeover' film on 'leftover women' wins Cannes PR Gold Lion2016
• MotoRepellent: Bangkok motorcycle exhausts become rolling mosquito repellent2016
• Allstate's Mayhem robs a couple's replica home live at the Sugar Bowl — two Silver Effies2014–2016
• Red vs. Blue: a comedy shot inside Halo invents machinima for the masses2003–2016
• Mafengwo sells a blind two-person trip as a love test — 27 slots gone in hours2016
• Imperfect Produce sells 'cosmetically challenged' fruit and veg at 30–50% off2015–2016
• Vitality Air bottles Canadian mountain air for smoggy China — first 500 cans sell out2014–2016
• ING and JWT Amsterdam train AI on Rembrandt's 346 paintings — a new 'Rembrandt' unveiled2015–2016
• Google's Project Aristotle finds psychological safety, not star power, makes teams work2012–2016
• Poo-Pourri: a before-you-go toilet spray turns a taboo into a $30M business2007–2016
• Huawei's 'Ballet Foot' ad: one scarred dancer's feet carry a 30-year company story2015–2016
• GOV.UK 2012: one user-first website replaces 24 government sites2012–2016
• SUPERHOT makes time move only when you move — 7DFPS jam hit becomes a cult FPS2013–2016
• LINE Friends: chat stickers become a global character brand — ₩5.9tn GMV2011–2016