Creative work with a story behind it. From the brief to the impact.
The full archive, in the appnewkid positions furniture startup Standard Equipment as the makers of 'Tools for Non-Standard Living,' giving each product a standard and a non-standard usage.
Read the caseBVD Stockholm and Electrolux Design turned AEG's brown cardboard into premium shelf design - bold product silhouettes, 60% less ink, fully recyclable.
Read the caseMcDonald's Japan turns ordering into fandom: fans pick their XG member's curated Galaxy Set, then eat it live alongside her in a streamed meal party.
Read the caseCrayola turned its archive of children's art into a mystery hunt, tracking down the adults who drew it to make creativity a priority parents feel.
Read the caseBlackbow rebuilds 'HeLAN' as mountain silhouettes — ridgelines form the letters and the lowercase 'e' nods to the Yellow River.
Read the caseFans' own camera-roll screenshots — gigs, weddings, bowling nights — become OOH ads whose final frame is always McDonald's; Cannes 2026 Outdoor Gold.
Read the caseQingshan set a stock molded seat on a crate of aluminum extrusions with wheels and storage, selling the Turtle Stool disassembled through Chinese e-tailers.
Read the caseAntwerp studio Vrints-Kolsteren strips Napoli on the Road down to NotR and rebuilds the pizza brand from stamps, labels, monospaced type and the pizza box.
Read the caseHasan & Partners turns the engineer's lifting mark on train carriages into an 'emblem of elevation' for a former locomotive works reborn as a venue.
Read the caseClippy fills in Ad Werner's 1973 Paperclip Contour, adds uppercase, and makes the letters rock as one variable font across 15 styles.
Read the caseFor its rebrand, Channel 4 built the ident as 25 looping scenes by 17 creatives who worked blind — the blend of voices became the identity.
Read the caseStockholm Design Lab rebuilt Sigma's identity from the maker's logic — symbol, type, packaging — moving the lens firm from value third-party to premium.
Read the caseGrey London photographs real overcrowded pubs where one calm drinker holds a perfect Stella; the scrum itself sells the 'Worth It' idea.
Read the caseKFC and Dentsu Creative China built a playable virtual KFC on Super QQ Show where friends order real delivery — 19M visits in five weeks.
Read the caseThe brand that made flawed denim a thing now stars flawed people: 'flawless is forgettable' is the message of Diesel's global 2017 campaign.
Read the caseDeutsche Telekom's 2024 Christmas film makes division physical: two girls in separate snow globes reach each other only when one breaks the glass.
Read the caseRejected by Nike, Travis Grillo sold his family's fresh, unpasteurized pickles in see-through deli tubs; Whole Foods found his cart and sales hit $1M by 2013.
Read the casePenguin Random House timed a Curry billboard so the supermoon rose into his hands — making him appear to shoot the moon and earning a Webby.
Read the caseFor CNY 2025 Heinz turned the egg — the one ingredient every tomato-scrambled-egg cook touches — into its ad medium, selling ketchup as the dish's secret.
Read the caseJohn Lewis's 90-second Christmas spot flips the story around: a boy can't wait to give his parents a present — 1M online views days after TV debut.
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