IKEA's 1956 LÖVET table: legs off, flat-pack, no air shipped.
Lundgren sawed off table legs to fit his car, birthing IKEA's flat-pack: no air, customer pickup, self-assembly, lower costs.
Lire le cascreatives.centerUNE ARCHIVE CASESTUDIES.CHAT
Des idées qui attirent
un second regard.
L’histoire derrière la création, du brief à l’impact.
Toutes les archives, dans l’appLes articles sont disponibles en anglais et en chinois simplifié. Les titres et textes conservent leur langue de publication.
Cas publiés
2,000 CAS PUBLIÉS · MIS À JOUR RÉGULIÈREMENTLeEco Video's 'owes 12.2B yuan' icon wins the CNY red-packet war
While Chinese apps printed giveaway sums on their icons, delisted LeEco printed its real debt — and earned 410M topic reads and a ~20% download lift.
Lire le casPantene turns Alix Earle's 'expired' shampoo find into a 24-hour product drop — Gold Effie
After Alix Earle's viral TikTok praised an 'expired' Pantene, the brand dropped the Unexpired collection for 24 hours — 230M+ impressions, Gold Effie.
Lire le casLEGO turns bricks into a strategy tool: executives build their answers in play
LEGO and two IMD professors turned toy bricks into a facilitation method for strategy and team workshops, later released free for the world.
Lire le casHome Centre's 'There We Are' turns rivals' ads into its catalogue — Loeries Silver
Home Centre spots its own furniture inside other brands' commercials, then buys YouTube pre-rolls saying 'There We Are' just before those ads play.
Lire le casMetagen Therapeutics launches Japan's first stool donation drive to source gut medicine
A biotech startup borrows blood donation's script — a word, a center, rewards — to recruit donors whose poop becomes medicine for ulcerative colitis.
Lire le casA PC in a Delhi wall: 1999's Hole in the Wall shows children teach themselves
Mitra left an Internet-connected PC in a wall facing a Delhi slum; children taught themselves and each other — the birth of 'minimally invasive education'.
Lire le casAdobe digitises David Bowie's personas into Creative Cloud tools and a 3D dressing room
For Bowie's 75th birthday, Adobe turned his hair, makeup and costumes into free creative tools, plus a playable 3D recreation of his dressing room.
Lire le casVi strings phone numbers into sacred bead bracelets to reunite lost Kumbh pilgrims
At a festival of 660 million, Vi engraved family phone numbers onto sacred beads — a bracelet any stranger can dial to reunite a lost pilgrim.
Lire le casGuitar Hero bundles a plastic Gibson with a rhythm game — the party hit that shreds
Peripheral maker RedOctane and Harmonix ship a toy-guitar bundle nobody asked for — it establishes the music-game genre and a billion-dollar franchise
Lire le casA stray cat becomes stationmaster and saves a Japanese rail line
A dying rural line made a stray calico its stationmaster; ridership jumped 17 percent and a study counted 1.1 billion yen for the local economy.
Lire le casRT-Mart lets Shanghai's lockdown staples speak — 'cold-palace vegetables' copy tops Weibo
After lockdown rations, RT-Mart writes first-person shelf posters: over-fed staples are 'cold-palace vegetables', scarce treats are 'A-listers'.
Lire le casNexon: give the game away, sell what's inside — Korea's free-to-play pioneer
A Seoul startup built the first graphic MMORPG, then inverted how games charge: entry is free, and players pay for the things they want inside.
Lire le casTourism Queensland's 'Best Job in the World' ad — 34,684 apply for one island job
A real $150,000 six-month island-caretaker job becomes a global contest: one-minute video applications, open voting, and the job itself is the ad.
Lire le casSamyang's Buldak turns extreme spice into a global challenge — 8bn packs by 2025
Launched in 2012 for niche spice lovers, Buldak ramen became a global challenge after a 2014 eating video; exports hit $700M and 8bn packs have sold.
Lire le casOticon's Spaghetti Organization: no departments, no titles, best profit since 1904
To save a loss-making hearing-aid maker, CEO Lars Kolind dissolved departments and titles — staff pitch and join projects in a paperless 'spaghetti' company.
Lire le casInstacart's 'For Papa!' makes banana ripeness a Super Bowl musical — 2 Cannes Silvers
Instacart launches Preference Picker with a Spike Jonze-directed Euro-pop duet about choosing the perfect banana — Ben Stiller vs Benson Boone.
Lire le casProya turns Women's Day into a manifesto: 'gender is not the boundary, prejudice is'
A skincare brand answers Women's Day with a full-page manifesto and a rap film against sexist labels — #性别不是边界线偏见才是# drew 100M+ reads and 1M+ film views.
Lire le casSuperkilen 2012: a Copenhagen park made of the world's objects — 99 from 59 countries
Residents picked every object — Iraqi swings, a Thai boxing ring, a Moroccan fountain — 99 pieces from 59 countries in one Copenhagen park.
Lire le casItsHerWay turns mothers' career gaps into AI-published books — Loeries Gold
Saatchi & Saatchi built ItsHerWay an AI platform that turns a mother's career break into a published book — résumé gap becomes authored proof of growth.
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