Caption with Intention rebuilds film captions to carry tone, speakers and emotion
Captions had barely moved since 1971. Rakish, Omnicom and the Academy rebuilt them with expressive type and colour-coded speakers, tested by 125 Deaf viewers.
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創作の背景にある物語。企画から生まれた影響まで。
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公開済みの事例
2,000 公開済みの事例 · 随時更新NYT Connections (2023): 16 words, four hidden categories, one shared daily puzzle
NYT's Connections sorts 16 words into four hidden groups of four, engineered with red herrings — editor Wyna Liu made it the Times' second-most-played game.
事例を読むOld Chang Kee: a Rex Cinema curry puff stall becomes a listed company
Han Keen Juan bought a 1956 coffee-shop curry puff stall in 1986, industrialized the recipe and grew it to 110+ outlets, a factory, and a Catalist listing.
事例を読むDB Export Ultra's Cold Call Back Service lets Vanilla Ice save your frozen beer
New Zealanders who freeze their beer and forget it text 'ICE ICE' to 423, and 34 minutes later Vanilla Ice calls to remind them to take it out.
事例を読むAmazon Prime's 2005 launch turned shipping from a cost into a loyalty subscription
In February 2005 Amazon sold unlimited two-day shipping for $79 a year — a membership that later reached tens of millions and remade e-commerce.
事例を読むMcDonald's France pulls its Curry sauce after Stephen Curry beats France — Eurobest GP
After Stephen Curry sank France in the Olympic final, McDonald's France joked it was pulling its curry sauce — billions of impressions, no paid media.
事例を読むCasio CRW-001: a fully working digital watch shrunk into a steel ring — instant sellout
A functional digital watch built into a ring: one-piece metal-injected steel case, six-segment LCD and a replaceable battery — deliberately no sensors.
事例を読むDropbox's Virtual First makes remote the default — offices become collaboration Studios
After COVID pushed everyone home, Dropbox made remote the default, set async-by-default rules and core hours, and turned offices into Studios.
事例を読むNike's 'Find Your Greatness' turns towns called London into its 2012 Olympic stage
With adidas owning Olympic sponsorship, W+K made Nike's Games film about everyday athletes in places named London — no rings, no pros, no rights.
事例を読むApple's 2018 CNY film 'Three Minutes', shot on iPhone X by Peter Chan, goes viral in China
Apple had Peter Chan (陈可辛) shoot its Spring Festival micro-film on iPhone X — a mother's three-minute reunion with her son — and it swept WeChat overnight.
事例を読むGrim Reaper: Australia's 1987 shock AIDS ad ran three weeks and never left memory
A government committee let the Grim Reaper bowl over everyday Australians on prime-time TV to end the idea that AIDS was someone else's disease.
事例を読むKPlus 'Friendshit': the banking app that gives a shy teen something to say — ADFEST Grande
Kasikornbank's deadpan short turns the K Plus app into a conversation starter — 1M views in 3 hours, ADFEST 2019 Grande Lotus.
事例を読むSpain's DRAC pavilion wraps Gaudí-style trencadís over a take-apart timber frame
ggstudio's DRAC pavilion for World Design Capital Frankfurt 2026 recasts Gaudí's salamander as a walk-through dragon in 16,000 reversible ceramic pieces.
事例を読むUnpacking tells a life story through placing household objects
Witch Beam's Unpacking has no text, dialogue or visible characters — across eight house moves, the objects you unpack and place tell a woman's whole life.
事例を読むWine Library TV: a liquor store's daily wine show lifts family sales from $4M to $60M
Gary Vaynerchuk films a daily, unpretentious wine-review show from his family's New Jersey store in 2006; by 2008 store revenue has grown from $4M to $60M.
事例を読むThe BREAKFAST HOTEL bets on breakfast — ACC 2023 Marketing Effectiveness Grand Prix
After its parent collapsed in COVID, Resorts Ryukyu rebuilt four hotels around a breakfast worth traveling for — bookings 4x, rates 2x, ACC 2023 Grand Prix.
事例を読むFiverr 2010: a flat $5 price turns digital odd jobs into a gig marketplace
Two Tel Aviv founders price micro-services at a flat $5 — cheap enough to try, too small to fight over — turning novelty gigs into a global marketplace.
事例を読むVolvo gives away LifePaint — a spray that makes dark cyclists glow in headlights
Swedish carmaker Volvo turns safety inside out: a free washable spray lights cyclists up in headlights — 2,000 cans trialed, two Cannes Grands Prix.
事例を読むJiangxiaobai Expression Bottle: UGC Liquor Bottle, 80% of 2017 Sales
Scan QR code, write moods, upload photos, generate and share bottle on WeChat Moments—bottle becomes UGC medium.
事例を読むTechSmith cancels every meeting for a month to force an async-first culture
Screen-capture maker TechSmith banned all meetings for July 2022, then kept async habits and 'flipped meetings' — perceived productivity rose 15%.
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