Dove 'Evolution': a 75-second unmasking of beauty ads — double Cannes Grand Prix
Ogilvy Toronto's time-lapse exposes the make-up-to-Photoshop pipeline behind beauty ads — 1.7M+ views, first spot to win both Cannes Film and Cyber Grands Prix.
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2,000 게시된 사례 · 정기 업데이트Xiaohongshu's elderly-friendly manual — supervised by its 88-year-old star user
To help China's 30M+ senior users post, the app released a big-print manual supervised by 88-year-old Wang Yeye, the 'oldest food blogger'.
사례 읽기Missing People's 'Based on a True Story' turns true-crime tropes back on the viewer
A film that looks like a true-crime pitch meeting — until the punchline lands: every 'case' the producers mock is a real missing person.
사례 읽기Spotify hides Bad Bunny's tracklist in GPS coordinates across Puerto Rico — Cannes GP
Instead of song titles, Bad Bunny's Spotify page showed coordinates; fans explored 15 real Puerto Rico spots to find the hidden tracklist.
사례 읽기Bandc Basket weaves recycled milk-carton paper into washi storage baskets
A Japanese maker weaves milk-carton-recycled washi bands into storage baskets so soft and strong they replace plastic — iF Gold 2026.
사례 읽기Cocoon: worlds-within-worlds puzzles win TGA 2023 Best Debut Indie Game
Ex-Playdead designer Jeppe Carlsen makes each orb a world you carry into other worlds — no text, rules taught by level design alone.
사례 읽기Bootstrapping Calculator: four spreadsheet inputs tell Daniel Vassallo when to quit
A deliberately simple four-parameter spreadsheet converts savings and one guess about income into a target the venture must hit.
사례 읽기Beeline Kazakhstan invents sloping 'Mountennis' to sell Almaty its first ATP 250
To fill a city that never cared about tennis, Beeline built a sloping court on a mountainside and invented Mountennis.
사례 읽기Steam Early Access (2013): players pay for unfinished games as they're built
Valve sells unfinished games with an Early Access label: players pay now, play during development, fund the work, and their feedback shapes the finished game.
사례 읽기Kinryu turns its dragon's forced tail removal into Osaka's joke — ACC 2025 Grand Prix
Forced to cut its landmark dragon's tail, Osaka's Kinryu Ramen made the scar weep and blamed the neighbour crab — the joke went national, ACC 2025 Grand Prix.
사례 읽기Filsa turns the bottle cap into a water filter — wins El Ojo 2024 Innovation Grand Prix
Ogilvy Colombia and Filsa turned the universal bottle cap into a biodegradable purifier; 1,000 caps can process 720,000 liters of safe water a year.
사례 읽기IBM's InnovationJam: 150,000 people brainstorm online — $100M funds the 10 winners
IBM opened its labs to 150,000+ employees, clients and partners in two 72-hour online jams, then committed $100M to ten ideas.
사례 읽기Sting turns F1's engine roar into its brand sound — Clio 2026 Audio Grand Prix
Banned from F1 branding, Sting seeded the 'discovery' that engines say 'Sting' — 1.12B reach and a sonic logo before any logo appeared
사례 읽기Tesco's Food Love Stories: seven years of real dish tales take the UK Grand Effie
Tesco rebuilt its crisis-hit brand around one idea — real customers and the meals they cook for people they love — and ran it for seven award-winning years.
사례 읽기Volkswagen turns a subway staircase into a piano — 66% more commuters take the stairs
DDB Stockholm turns a Stockholm subway stairwell into a working piano, proving fun changes behavior better than nagging.
사례 읽기Naver's Webtoon redraws comics as a phone scroll — 170M monthly readers by 2024
Instead of page turns, Naver stacked panels into one continuous strip you scroll — born 2004 in Korea, global in 2014, 170M monthly users by 2024.
사례 읽기Pangmei Shitang rebrands Chinese desserts as squidgy collectible toys
Meat Studio inflated rounded letterforms into mochi-like type and wrapped a Beijing dessert brand in gachapon and night-market nostalgia.
사례 읽기Jackbox makes the phone the controller — the party game format that took over quarantine
Jackbox put party games on one shared screen and turned every phone into a controller — a room code, no installs, the default game of quarantine 2020.
사례 읽기A NASA engineer's $200 closet voiceover side hustle now earns $32,400 a month
A newly single mom wanted $200 extra a month; her Fiverr voiceover side hustle now out-earns her NASA salary.
사례 읽기Volkswagen NZ gives away open-source plans to turn Kombis electric — 2,000 downloads
VW New Zealand published free plans to convert classic Kombis into EVs in 20 steps; 2,000 downloads against only 1,000 registered Kombis — D&AD Graphite.
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