Pret's £20-a-month coffee subscription: five barista drinks a day, first month free
During lockdown, Pret A Manger sold up to five barista-made drinks a day for £20 a month — a bet that drew 16,500 sign-ups on day one.
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 RÉGULIÈREMENTHeineken recruits a McLoughlin to save a 155-year-old Irish pub — Grand Clio 2026
With a retiring publican and no heir, Heineken ran a worldwide search for a namesake successor — 2,000+ applicants, successor found, 2026 Grand Clio.
Lire le casHaraku's one 3.5-metre noodle frees gamers' hands — ADFEST 2026 PR Lotus Grande
Haraku shaped a noodle around gamers' occupied hands: one unbreakable 3.5-metre strand slurped one-handed mid-match; 20,000 bowls sold, ADFEST 2026 PR Grande.
Lire le casAmazon's 'disagree and commit' turns dissent into speed
Bezos's 2016 letter to shareholders turns a three-word phrase into Amazon doctrine: argue hard, then commit fully once the call is made.
Lire le casYorkshire Tea's 'Where Everything's Done Proper' took it from #3 to the UK's #1 tea brand
A family tea firm hires famous Yorkshire folk to do everyday jobs 'proper'; seven years of wit took it from 18% share to 35% and the Grand Effie.
Lire le casSeoul's crowdsourced city brand I.Seoul.U: mocked as broken English, adopted anyway
Seoul let the world submit its city slogan, picked a grammatically odd winner, and rode seven years of mockery into record brand awareness.
Lire le casWiki Loves Monuments: a Dutch photo pilot became the world's largest photo contest
Wikipedia volunteers turned heritage photography into a mass contest — 12,500 photos in the pilot, a Guinness record at 353,768 entries two years later.
Lire le casNTT transmits Perfume's whole live show across 20 km as 3D data — ACC 2025 Grand Prix
NTT's IOWN network sent an entire live Perfume concert — 3D space, voices, footstep vibrations — between two Expo sites in real time, a world first.
Lire le casVogue China's AI cover: Charlie Engman merges a real fashion shoot with Midjourney worlds
For its August 2023 cover, Vogue China shot model Chu Wong for real in London, then had artist Charlie Engman generate the surreal backdrops in Midjourney.
Lire le casGod of War (2018) runs as one unbroken shot — GOTY, 10M sold
Santa Monica told the father-son saga with one continuous camera — no cuts, no load screens — and won Game of the Year.
Lire le cas750 Words: Buster Benson's private journaling side project becomes a $20k/month business
Keep one private habit as the whole product, grow it by word of mouth, and ask the community whether to charge — the site hit $20k/month.
Lire le casChili's turns a viral TikTok appetizer into its sales engine — Triple Dipper sales up 70%
Cheese-pull TikTok videos made a 20-year-old appetizer Chili's growth engine: Triple Dipper sales jumped 70%, comps hit 14.8%, 200M+ views followed.
Lire le casSweetgreen's Infinite Kitchen puts salads on a conveyor — better margins, less turnover
Sweetgreen rebuilt the salad line as a conveyor-belt format — $2.8M first-year sales, 31% margins, 45% lower turnover — then sold the tech for $186.4M.
Lire le casHyundai's Hydrogen Garbage Truck gives streets clean air and workers a sink
INNOCEAN put Hyundai's hydrogen fuel cells into real garbage trucks, with a sink fed by the cell's pure water — MAD STARS 2022 Grand Prix of the Year.
Lire le casMetagen's Chomusubi turns 'poop' donation into a health app — ADFEST 2026 Gold
Japan's first stool-donation platform reframes an awkward ask as a gut-health app and calm donation room; 500+ applied in two months, winning ADFEST 2026 Gold.
Lire le casSAIC Volkswagen's 'Blue Army' pilots the direct-sales model the rest of the JV won't touch
Inside a fuel-car giant, a ~30-person 'Blue Army' team pilots the agency model and ID.Stores — ID. hits 180,000 units as the JV EV champion
Lire le casZespri rewrites Japan's bento song with a kiwi verse — Spikes Asia 2026 Grand Prix
Zespri and Dentsu add a kiwi verse to Japan's beloved bento-box song — 924% more bento-fruit talk, Spikes Creative Strategy Grand Prix.
Lire le casI amsterdam: the giant letters that branded a city — unveiled in 2004, removed in 2018
Amsterdam's two-metre 'I amsterdam' letters drew crowds and millions of photos, until councillors removed them as a symbol of mass tourism.
Lire le casMovember 2003: two mates turn the moustache into a men's health fundraiser — AUD 730M+
A joke about bringing back the moustache becomes Movember: 30 men grow Mo's for charity, and the annual ritual has raised AUD 730M+.
Lire le casPocari's 'Scuffing Song' turns returnable bottles into paper-cut heroes
A boy escorts a personified returnable Pocari bottle home in cut-paper animation; the scuff marks of every reuse tell its story, and the film loops forever.
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