Honey Maid answers ad hate with art — every negative comment becomes LOVE
Honey Maid celebrated every kind of American family, then answered backlash on film — printed hate comments rolled up into the word LOVE.
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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 RÉGULIÈREMENTThe Savannah Bananas fill stadiums with no stadium ads, no ad budget and $35 tickets
Banana Ball turns baseball into nonstop choreographed entertainment — trick plays, stilt pitchers, 100 performers — and monetizes fans, never ads.
Lire le casHouse Hippo: a fake ad about a tiny pet teaches Canadian kids to doubt TV
Concerned Children's Advertisers fakes a nature film about a house-dwelling hippo so kids learn ads can trick them — a beloved 1999 Canadian PSA.
Lire le casPororo the Little Penguin: 2003 'children's president' exported to 130 countries
OCON designed Pororo as a borderless preschool character; by 2015 the little penguin had 2,500 licensed products and had sold to more than 130 countries.
Lire le casSaints-Peres turns porcelain retail into an olive oil ritual
The Extra Virgin Bar made porcelain refillable and repeatable by serving rare olive oils in dedicated Saints-Peres vessels.
Lire le casTownscaper sells a building toy with no goals — clicks become pretty towns, 380K copies
Oskar Stålberg's procedural toy strips away scores and failure: every click grows an idyllic seaside town, and beauty is the gameplay.
Lire le casGT's Kombucha: a teenager's home brew creates the bottled kombucha category
Fifteen-year-old GT Dave bottles home-brewed tea in his parents' kitchen, sells two cases to one LA store, and ends up owning ~40% of the US category.
Lire le casThai Life Insurance's 'Silence of Love': a deaf father's love becomes award-winning film
An insurance ad with no product talk: a schoolgirl ashamed of her deaf-mute father, until his sacrifice — millions of views, ADFEST Silver.
Lire le casDisney turns free FastPass into Genie+: paid line-skipping plus per-ride surge fees
Disney retired its free FastPass system and sells Genie+: a per-day Lightning Lane pass, with the most popular rides priced separately by demand.
Lire le casNew Women New Yorkers' #DonateYourBio lends headlines to immigrant women — Webby winner
A nonprofit asks professionals to donate their LinkedIn headlines for Giving Tuesday, turning self-promotion into visibility for immigrant women.
Lire le casIberdrola turns Paris Métro turnstiles into mini wind turbines powered by commuters
Six turnstiles at Miromesnil became underground wind turbines — 27,000 commuters made >2,100 Wh in two days.
Lire le casBooking.com wraps every product change in an A/B test — 1,000+ live at once
Booking.com made experiments the default decision system: every change ships inside a test, 1,000+ live at once, with a searchable history of wins and failures.
Lire le casApple's 'Three Minutes' films a real CNY train-platform reunion on iPhone X
A 7-minute tearjerker shot entirely on an iPhone X becomes Apple's first Chinese New Year short — 68M+ views in a week.
Lire le casShuka rebranded World Chess with streetwear type and Fraktur drama for Armageddon
Shuka spent four years as World Chess's only design partner, dragging 1,500-year-old chess into streetwear-age graphics and prime-time Russian TV.
Lire le casSweden mails every household 'If Crisis or War Comes' — 4.8M kept and read
Sweden turned crisis preparedness into a keepable 20-page household artifact — 96% of recipients read it, 60% kept it.
Lire le casNetflix turns Shakeela's 'Driving School' slang into sex education — Abby 2024 Grand Prix
Maitri made a five-minute Malayalam sketch where actress Shakeela runs a driving school that teaches sex ed — it went viral and won the Abby 2024 Grand Prix.
Lire le casYan Ji You turns bookstore shelves into a sculpture guessing game
Yan Ji You and The Nine Shanghai turned bestseller scenes into in-store sculptures that shoppers decoded for discounts.
Lire le casChants of Sennaar (2023): Rundisc makes deciphering unknown languages the entire game
A puzzle adventure where the core mechanic is translation: players deduce glyph meanings from context and learn five invented languages to reunite the tower.
Lire le casMe & the Bees: bee-stung 4-year-old's honey lemonade — $60k Shark Tank deal, 1,500 stores
After two bee stings, four-year-old Mikaila Ulmer sweetened her great-grandmother's lemonade with local honey and gave a share to bees — now a national brand.
Lire le casMyer's smart bauble tells kids if they're naughty or nice — sold out in 11 days
A $19.95 smart bauble glows green or red from a parent's phone, feeds live data to billboards — sold out in 11 days, Spikes 2019 Grand Prix.
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