Ping-pong tables rebuilt to show what Paralympic athletes face
TBWA\Hakuhodo designed special tables from national para team members' own sketches, so spectators finally feel the skill they watch.
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2,000 CAS PUBLIÉS · MIS À JOUR RÉGULIÈREMENTViewfinder lets players turn Polaroid photos into real 3D geometry (2023)
Sad Owl's debut puzzler gives players an instant camera: photos materialize as 3D geometry, so placing a 2D picture reshapes the world.
Lire le casMister Softee: a jingle turns ice-cream trucks into a summons that lasts decades
A Philadelphia soft-serve truck business puts an adman's jingle on loudspeakers; the tune becomes its storefront and scales to 600+ trucks.
Lire le cas'Til It's Done': the Matildas' rallying cry fills stadiums, wins APAC Grand Effie
Ogilvy Melbourne turned the Matildas' 'Til It's Done' grit into a national rallying cry — 61% recall, 12 sold-out home games, $134M in funding.
Lire le casGroupon's 2008 tipping-point coupon: a deal only fires when enough people buy
A Chicago startup turns coupons into collective action: a deal a day that activates when enough people commit, and merchants pay only for customers who show up.
Lire le casInfinite Saree: Draupadi's myth as a 4 km petition wins Women's Health Grand Clio
Red Dot Foundation turned Draupadi's endless saree into a 4 km living petition of signatures against India's marital rape exception.
Lire le casCMF Phone 1 (2024): a $199 phone made modular with screws, not electronics
Nothing's budget sub-brand CMF sells a $199 phone whose back panel screws off, so users swap covers, bolt on accessories and 3D-print their own parts.
Lire le casWalt Disney's plussing turns critique into building on what works
Walt Disney made plussing a house rule: every critique had to come with an improvement attached, and a good project was never declared finished.
Lire le casHuawei's 'Ballet Foot' ad: one scarred dancer's feet carry a 30-year company story
Huawei's 2015 global ad used a ballerina's scarred feet — 'The journey is hard. And joyful.' — as Ren Zhengfei's image of Huawei's 30-year climb.
Lire le casNPR flips its logo letters into how/who/why to defend curiosity
After a $1B cut to public-media funding, NPR turns its iconic logo into questions across its HQ, billboards and social — a Cannes 2026 Design Gold Lion.
Lire le casFinland's KiVa program turns anti-bullying into a school-wide game the evidence says works
Finland funded a university-designed anti-bullying kit: lessons, videos and an online game that treat bullying as a group problem.
Lire le casWufangzhai's 'Find a Friend' ads make collabs a child's dream — Wufang Studios is born
99-year-old zongzi brand films a boy's dreamlike quest to meet collab partners — 'Wufang Studios' persona is cemented.
Lire le casCanyon's Deflectr helmet sheds its panels on impact to cut rotational force
Canyon's trail helmet mounts outer panels on polycarbonate bearings that release in a crash, turning the safety mechanism into the design.
Lire le casClash Royale launches Hero Balloon with a world built from real balloons
To launch a feared new card, Clash Royale built its world from ~10,500 real balloons and burst them on camera — D&AD 2026 Yellow Pencil.
Lire le casMr. Kanso: an Osaka bar whose only menu is canned food
Asked to fill a 2-year pop-up site, an artist family opened a bar selling only canned food; the format spread to dozens of stores and original cans of its own.
Lire le casBurger King's Whopper Tattoo turns skin into a scannable coupon — 208% sales lift
Burger King Korea replaces street flyers with temporary tattoos carrying reward barcodes — 8,000 people tattooed, Busan store sales up 208%.
Lire le casStitch Fix replaces shopping with surprise five-item boxes — $977M revenue by 2017
Katrina Lake's 2011 idea: a style profile in, five algorithm-and-stylist picks out, $20 fee credited to what's kept — retail as a subscription.
Lire le casApple puts Severance's office in Grand Central — a glass 'Cube' stunt launches Season 2
Apple puts Severance's windowless office in a Grand Central glass cube with its real actors — commuters stop, fans hunt Easter eggs, Season 2 opens Jan 17.
Lire le casNana's Ruby Blooms: a sensory period guidebook for autistic girls — Loeries Gold
Essity's Nana replaced verbal period education with a 28-page touch-smell-sound guidebook — 43% of autistic girls in the UAE reached, Loeries 2025 Gold.
Lire le casPixar's Braintrust: candid peer review with zero authority fixed films in trouble
Pixar's Braintrust: senior filmmakers candidly critique rough cuts with no power to mandate changes — candor without authority became its culture engine.
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