Whoop stops selling its strap and gives it away with a membership
Whoop switched from a $500 strap to free hardware with a monthly membership, turning its wearable into a service that pays by keeping users engaged.
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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 RÉGULIÈREMENTLacoste swaps its crocodile for 10 endangered species — 1,775 polos, one per animal left
Lacoste swaps its crocodile for 10 endangered species, making only as many polos as animals left in the wild — 1,775 shirts, gone in 24 hours.
Lire le casSunology's Storey designs a home battery to live in the living room — Red Dot BoB 2026
Sunology and Propeller Design make a home battery look like furniture — then ship the 30kg unit in paper-only packaging.
Lire le casChobani gives its 2,000 employees shares worth up to 10% of the company
Founder Hamdi Ulukaya surprises his entire workforce with stock grants — no purchase, no catch, just ownership in what they built.
Lire le casKFC Thailand sends its 'wrong' kaprao to jail in a comedy film — MAD STARS Grand Prix
KFC's 'wrong' kaprao lands in the Unauthentic Kaprao Jail — the launch became KFC's most successful rice menu and won a MAD STARS Grand Prix.
Lire le casLi-Ning's 2018 NYFW debut relaunches a faded brand as a guochao icon
A middle-aged Chinese sportswear brand showed Taoism-inspired retro looks in New York, then sold the pride back home as 'China Li-Ning'.
Lire le casStockholm's 1957 art-every-station program creates the world's longest gallery
Since 1957 Stockholm has commissioned art for nearly every metro station — 110 km of sculpture, paint and carved rock that makes the commute a museum visit.
Lire le casFord takes Google Street View off-road down the entire TransAmerica Trail
Ford becomes the first automaker to borrow Google's Street View camera, straps it to a Bronco and puts the whole 5,900-mile TransAmerica Trail on Google Maps.
Lire le casAudi Concept C reboots Audi's design around radical simplicity — IDEA 2026 Gold
Audi's electric Concept C roadster launches a new design language — vertical face, folding screen, real buttons — and takes IDEA 2026 Gold.
Lire le casDeath Stranding makes deliveries a shared world — strangers leave ladders for each other
Kojima replaces combat with deliveries and asynchronous kindness: players find strangers' ladders and bridges.
Lire le casStoremapper: Tyler Tringas sold his bootstrapped SaaS with open books and parallel buyers
To sell Storemapper, Tyler Tringas published its numbers, ran several buyers in parallel, and left paid ads un-pulled as the acquirer's upside.
Lire le casAfriSam turns billboards into building materials — 'Unwanted Sites' wins Loeries Gold 2025
AfriSam repurposed its out-of-home budget: billboards invite residents to take the vinyl for their homes — and are replaced as fast as they are stripped.
Lire le casNetflix 1999 replaces per-rental fees with a flat DVD subscription — no late fees, ever
Netflix in 1999 replaced per-DVD rentals with a $15.95/month flat subscription — no due dates, no late fees; 600k members by 2002
Lire le casMcDonald's Korea turns city benches into 'Mom's Beds' — ADFEST 2024 Outdoor Grande
Korea's law keeps parents on 160×60cm hospital beds; McDonald's turned Seoul's benches into 'Mom's Beds' to fund the capital's first Ronald McDonald House.
Lire le casCarlsberg glues its six-packs together — Snap Pack cuts multipack plastic by 76%
Carlsberg replaces plastic rings with dots of recyclable glue, cutting multipack plastic by 76% — a beer-industry first removing 1,200 tonnes a year.
Lire le casGit: Torvalds writes the Linux kernel's own version control after losing BitKeeper
BitKeeper's free license yanked in 2005, Linus Torvalds builds git for kernel work — the 'information manager from hell' that became the world's default VCS.
Lire le casEzaki Glico '25 Years Later: The Isono Family': live-action Sazae-san sells adult snacks
Glico recast Sazae-san 25 years on — Asano, Miyazawa, Eita and Oguri as the grown siblings, aged to match the buyers. TCC top prize 2009, ACC TV No. 2.
Lire le casOrion rebrands its Choco Pie around 'jeong' — a copycat snack becomes Korea's national one
Orion launched the Choco Pie in 1974, then rebuilt it in the 1990s around jeong — the Korean idea of shared affection — until it outsold the snack it copied.
Lire le casProject Wolbachia: Singapore fights dengue with infertile male mosquitoes
Singapore mass-releases male mosquitoes carrying Wolbachia bacteria; wild females that mate with them lay eggs that never hatch, cutting dengue risk by 75%.
Lire le casGmarket turns monthly sales into a fake rock festival — 210M views, ADFEST Silver
Korean music legends re-sing their hits with shopping-category lyrics — 36 films that made each monthly sale feel like a rock festival.
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