Pocari Sweat's 'Find Your Own Way' sends a girl running against the tide — ADFEST Grande
A 60-second no-CG film has a schoolgirl sprint against her classmates through an 85-metre moving set; it wins ADFEST 2022's Film Craft Grande.
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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 RÉGULIÈREMENTNonfiction bottled 600 Koreans' scent memories into a Venice Biennale pavilion
Fragrance brand Nonfiction and artist Koo Jeong A turned an open call for Korea's scent memories into 17 fragrances — and one commercial scent by Ropion.
Lire le casMumbai's Punishing Signal makes honkers wait longer — and honking drops 32%
Mumbai Traffic Police wired traffic lights to decibel meters: when honking passed 85 dB, the red timer reset. About a month later, average honking fell 32%.
Lire le casPhysical: 100 pits 100 physiques in an arena; losers smash their torso casts
A Korean Netflix competition strips reality TV to bodies: 100 elite athletes face brutal quests, and the eliminated smash the plaster cast of their own torso.
Lire le casGS25's Lifeguard Snack shapes a chip bag into a throwable rescue buoy
Cheil Worldwide and Korean convenience chain GS25 redesign snack packaging as flotation gear, teaching that anything that floats can save a drowning child.
Lire le casElden Ring's open world trusts the player to get lost — and sells 20 million
FromSoftware's first true open world keeps no quest log: trails of golden grace point softly at goals while players roam, fail, and return stronger.
Lire le casTrinity Shiroma turns hand-painted postcards of landmarks into an $18,300 mail club
The Architecture Club mails 2,700+ subscribers a hand-painted landmark postcard each month at $8.88 — May 2026 profit near $18,300.
Lire le casOatly's 'Wow No Cow' turns the Swedish dairy lobby's lawsuit into the brand story
Sweden's oat-drink maker sang 'Wow No Cow' in an oat field, then published the 172-page dairy-lobby lawsuit against it — the ban made the ad famous.
Lire le casAmerican Airlines sold a $250K lifetime of unlimited first class — and regretted it
AAirpass priced unlimited first-class flying for life as a one-time fee; its few dozen buyers flew so much it cost the airline millions a year each.
Lire le casHanwha builds a solar-powered beehive to prove solar panels save bees
When a Korean rumor said solar panels kill bees and hurt Hanwha's sales, Innocean built a smart beehive powered by solar and showed it working.
Lire le casProtype's 'Zael' font fades as its creator's eyesight does — Loeries 2024 double Gold
A typeface that loses clarity as its typographer creator loses his eyesight makes font piracy visible — two Golds at Loeries 2024 and a Cannes Bronze.
Lire le casWHO's two-minute surgery checklist cut deaths and complications by a third
In 2008 WHO made surgery safer with a 19-item checklist read aloud at three moments of an operation; across eight hospitals deaths fell from 1.5% to 0.8%.
Lire le casCoca-Cola's Happiness Machine turns buying soda into surprises — 700K views in a week
A hidden-camera Coke machine on a New York campus dispenses flowers, pizza and a six-foot sub; the film becomes Coca-Cola's first global viral video.
Lire le casKoto revived the Norton Museum's 80-year-old wordmark — tilting at 40 degrees
Koto’s Where-art-meets-life rebrand resurrects an archived Norton wordmark and Manship’s Diana seal in Florida-light colour pools.
Lire le casDublin Samaritans meets podcast listeners at minute 26 — volunteer applications up 250%
Droga5 placed Dublin Samaritans' volunteer pitch at the 26th minute of podcasts — the length of a real call — and applications rose 250% on a €2,500 budget.
Lire le casLi Ziqi's silent, slow-craft films made rural China the world's comfort watch
No dialogue, every step shown: her handmade-craft videos made her YouTube's most-subscribed Chinese-language creator — 14.1M, 20M after a comeback.
Lire le casAmazon turns the Smile into a system for 50-plus brands
Amazon and Koto rebuilt the Smile, Ember Modern and orange into a flexible architecture for Prime, Fresh, Alexa and more.
Lire le casKyoto publisher SCRAP invents the live escape room — and a global industry follows
In July 2007 a Kyoto magazine publisher locked 5-6 players in a room of live puzzles; by 2015 the format filled thousands of escape rooms worldwide.
Lire le casSame Ole Line Dudes sells standing in line — iPhone drops to court seats
Robert Samuel's NYC crew earns $25–$37.50 an hour holding spots in line — 45 workers across iPhone drops, cronut crazes, sample sales and trials.
Lire le casKFC Canada puts 'Kyle F*cking Connor' on its buckets for the Jets' Whiteout
For Winnipeg's playoff Whiteout, KFC Canada printed 10,000 KFConnor buckets and won three Grand Clios for the joke.
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