La Libanaise Des Jeux turns a selfie into a Loto number — Lucky Face Grand Prix
Lebanon's Loto was losing young players, so Impact BBDO turned any selfie into a personal six-digit lottery number — a record sales week followed.
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Des idées qui attirent
un second regard.
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Toutes les archives, dans l’appLes articles sont disponibles en anglais et en chinois simplifié. Les titres et textes conservent leur langue de publication.
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2,000 CAS PUBLIÉS · MIS À JOUR RÉGULIÈREMENTSt Paul's Cathedral carved its new wordmark in stone — with its own stonemasons
Simple Revolution and Pentagram rebuilt St Paul's identity around 'Your cathedral, always', carving the wordmark in stone with the Cathedral's own masons.
Lire le casNo Mow May: don't cut the grass — Plantlife turns lawn laziness into bee food
UK charity Plantlife's No Mow May (2019) asked gardeners to skip May mowing so lawn flowers feed bees — participation trebled and 30+ US cities joined by 2022.
Lire le casMBC's King of Mask Singer judges voices before faces — format sold to 50+ countries
Eight celebrities sing in elaborate masks while a studio audience votes on voice alone; losers unmask. Korea's first global variety format.
Lire le casTernX Carry-On: the stroller that is its own cabin suitcase wins Red Dot's top prize
A husband-and-wife team built the first certified stroller that folds into its own overhead-bin suitcase, then turned down every Shark Tank offer to keep it.
Lire le casHer Story makes searching a police video database the whole game — and revives FMV
Sam Barlow's 2015 Her Story turns keyword search over video clips into the core mechanic — a three-BAFTA landmark of interactive fiction.
Lire le casGary Dahl sold a beach stone in a box for $4 in 1975
Copywriter Gary Dahl sold beach stones in boxes with manuals as pets for $4 each; over one million sold in 1975.
Lire le casadidas becomes Oasis's tour merch partner — 400K+ units sold, double Cannes Grand Prix
Instead of a sponsorship, adidas made Oasis's official tour merch and a film that opened 41 shows — 400K+ UK units, 1.3B PR impressions.
Lire le casCostco charges members to shop and caps markups — profit comes from fees, not margins
Costco charges shoppers an annual membership to enter, caps product markups near 14%, and turns the fee into its real profit engine.
Lire le casSpecsavers sells a hearing aid as the hottest intimacy device — Cannes PR Gold
Specsavers launched a mystery 'Relationship Aid' as a couples' intimacy device, then revealed on Valentine's Day that it was a hearing aid.
Lire le casScallop shells become fishermen's helmets — Shellmet wins Spikes Innovation Grand Prix
TBWA\Hakuhodo and Koushi Chemical turn Hokkaido's wasted scallop shells into a recycled helmet that protects fishermen — and sweeps Asia's innovation awards.
Lire le casMicrosoft's Language Quality Game: 4,500 staff review 500,000 Windows 7 screens
Microsoft turned Windows 7 translation QA into a voluntary game — 4,500 staff reviewed over 500,000 UI screens.
Lire le casNissin turns chick mascot Hiyoko-chan into a demon to launch spicy ramen — ADFEST Grande
Dentsu gave Nissin's 60-year-old chick mascot a villain arc — resignation, Twitter meltdown, heavy-metal transformation — to launch a demonically spicy ramen.
Lire le casTinyOcean brands regenerative fish farming as one continuous water ripple
Rise branded land-based fish-farm startup TinyOcean with one water ripple — growth from larva to fish — winning Red Dot Best of the Best 2025.
Lire le casIKEA turns its showroom ads into flooded rooms to rally donations — MAD STARS 2025 Gold
After 2024's northern Thailand floods, IKEA re-shot its showroom visuals as submerged rooms to rally furniture donations — MAD STARS 2025 Gold.
Lire le casOpera House's 50th birthday anthem 'Play It Safe' wins Cannes Film Grand Prix
Tim Minchin wrote an ironic anthem telling Australia to 'play it safe' — a star-packed film that reached 1.8B people and won the 2024 Cannes Film Grand Prix.
Lire le casPort Magazine's 10th-anniversary identity lets the O of PORT double as the zero in 10
Pentagram's Matt Willey redesigns his own co-founded magazine at ten, with a modular cover system whose O doubles as the zero in 10.
Lire le casKeep Talking and Nobody Explodes: a VR bomb and a paper manual turn talking into gameplay
A VR bomb-defusal game where one player sees the bomb and the rest read the manual — from a 2014 game jam to IGF 2016's Excellence in Design.
Lire le casPhotoAI sells AI photo shoots at $29/month — a solo dev's studio
Pieter Levels' 'first AI photographer' trains a model of your face from selfies, then shoots any scene for $29/month — $5.4K in week one, $100K+/month by 2024.
Lire le casDove's anti-AI vow retrains Pinterest's beauty algorithm — Cannes Media Grand Prix
For Real Beauty's 20th year, Dove swore off AI-distorted women and made users' pins retrain Pinterest — 787M impressions, 2025 Cannes Media Grand Prix.
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