Bing Dwen Dwen: a candied-hawthorn shell turns a panda into China's sellout mascot
Beijing 2022's panda mascot got its 'ice' from a tanghulu sugar shell; three years later restocks sold out in 30 minutes and resellers charged triple.
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2,000 PUBLISHED CASES · REGULARLY UPDATEDUntitled Goose Game casts the player as a horrible goose — 1M copies in three months
Players are a horrible goose with a to-do list of petty mischief; the joke game outsold Zelda on Switch and passed 1M copies in three months.
Read the case#FFFFFFT: the Tokyo store that sells only white T-shirts
A hobbyist found no white-T-shirt store anywhere, so he opened one: dozens of subtle variants, no online sales, weekend hours — and lines outside.
Read the caseKirin's Sakura Scan turns a beer can into a tree-health sensor — crowdsourced sakura data
Kirin's Harekaze beer lets anyone photograph a cherry tree and get an AI health check — turning hanami snaps into a nationwide conservation database.
Read the caseBeauty Pie charges $10 a month so a $25 lipstick costs members $2.39
Marcia Kilgore sells beauty as a buyers' club: a $10 monthly fee unlocks $100 of factory-price cosmetics, while non-members pay the old $25 retail sticker.
Read the caseJTBC's K-drama poster doubles as a drug-test kit — Gangnam crime drops 57.4%
A K-drama promo poster made from real drug-test strips: 27 detachable kits per poster, one drop detects narcotics in a minute — ADFEST 2024 Gold.
Read the caseJazz Is Dead's 'Played By Humans' gives human music a blockchain-backed 'organic' label
A free platform scans tracks for AI artifacts and stamps human music with a blockchain-backed 'Played By Humans' seal — like an 'organic' label for songs.
Read the caseJWT and BMP invent the account planner: research gets a seat at the brief
Two London agencies invented the account planner in 1968: research moved inside the creative process, before the work, not after it.
Read the caseCentivo's 'How Dare We' makes decency the B2B healthcare pitch
A health-plan startup flipped 'how dare you' into a defiant brand line and lifted awareness, search and site traffic in a category built on jargon.
Read the caseBeneunder coins 'lightweight outdoor' — parasols to ~300 stores in one year
A seasonal parasol brand names a new category, 'lightweight outdoor', opens it with a solar-term anthem film, and nearly triples its stores in a year.
Read the caseTencent Charity's ¥1 'Little Friends Gallery' H5 raises ¥15M in a day from 5.8M donors
A WeChat H5 where ¥1 buys a digital painting by an artist with autism — zero promotion, 5.8M participants, ¥15M raised within a day.
Read the caseOld Spice's 'Aidakhar' makes smelling good the coolest way to be a Kazakh man
Old Spice's satirical music video with Irina Kairatovna went viral — 80M+ views in three months, 125% sales lift, and Kazakhstan's first Spikes Grand Prix.
Read the caseLamborghini Fenomeno: a 29-unit 'design manifesto' wins Red Dot Best of the Best 2026
Lamborghini's 29-unit Fenomeno is a drivable design manifesto for Centro Stile's 20th year — freer than a production car, more real than a concept.
Read the caseKillabyte: Spark's festival becomes one co-op boss fight — Spikes Gaming Grand Prix
Spark turns its first gaming festival into a live co-op game: every attendee's wristband deals damage to Byte, a 20-metre digital snake — and it beats Fortnite.
Read the caseKogi BBQ: Twitter becomes a roving taco truck's storefront — 2008
Roy Choi and Mark Manguera put Korean BBQ in taco shells and broadcast the truck's location on Twitter, drawing 300–800 people per stop.
Read the caseLi-Ning 'Wudao' at NYFW, market cap up HK$2.7B
In Feb 2018, Li-Ning became first Chinese sports brand at NYFW with 'Wudao'; runway styles ranked top three.
Read the caseBookshop.org routes online book orders to local stores — $39M to independents
An online bookstore with no price war: every order is assigned to a chosen local shop, which keeps 30% of the cover price.
Read the caseSpecsavers turns misheard Rick Astley lyrics into a mass hearing test — Cannes Grand Prix
Golin got Rick Astley to re-record 'Never Gonna Give You Up' with the wrong lyrics people mishear — 20M plays in 8 hours and a 1,220% booking lift above target.
Read the caseKalapuri answers Prada with a book handmade by its Kolhapuri artisans — Black Elephant
After Prada showed Kolhapuri-look sandals, Kalapuri's artisans sent the house a handcrafted book of their craft — users up 48%.
Read the caseAutomattic: no office since 2005 — text-first distributed work scales to 1,700 staff
Automattic built the company around remote collaboration instead of an office: hire worldwide, work asynchronously in writing, and gather everyone once a year.
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