Gillette's disposable blade (1904): the original razor-and-blades business model
King Gillette split the shave into a durable holder and a blade too cheap to resharpen — one sale, then blade revenue for life.
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2,000 PUBLISHED CASES · REGULARLY UPDATEDFearless Girl: a statue faces Wall Street's bull — SHE fund volume +384%, Grand Effie
State Street and McCann placed a bronze girl before Wall Street's Charging Bull; the SHE fund's trading volume rose 384% in three days.
Read the caseBlink to Speak: a free eye language that lets paralysed patients talk (2018)
TBWA India invented an eye language of 50 blink-and-gaze codes for paralysed patients — 10,000+ free books, Cannes Health Grand Prix.
Read the caseAmazon's Bar Raiser: a trained outside interviewer with veto power guards every hire
Since 1999 every Amazon hiring loop has included a Bar Raiser from another team, trained and armed with veto power to stop standards slipping in hypergrowth.
Read the caseMusée de l'Armée turns rival masterpieces into its ads — Eurobest 2025 Outdoor GP
Paris's Army Museum finds its own objects inside other museums' masterpieces and turns those paintings into invitations — searches +876%, record 126,000 visits.
Read the caseInPost's sonic identity turns parcel-locker sounds into a brand instrument
InPost and agency TADADAM built a full sonic identity — logo, app sounds and an instrument from Paczkomat parts — winning Red Dot Best of the Best 2025.
Read the caseFuck Cancer's 'Beat Cancer Off' sings prostate advice in slang — two Cannes Golds
Fuck Cancer turned the science of ejaculation frequency and prostate risk into a slang anthem urging men to 'beat cancer off' — two Gold Lions at Cannes 2026.
Read the caseBillboard Arabia turns MENA landscapes into vinyl records — two Grand Clio Music Awards
Topographic data from five MENA locations becomes vinyl sample packs, letting Arab producers make hits from the sound of their own land.
Read the caseBy-Enjoy's street-letter identity for GDC Award 25 wins One Show's design top prize
By-Enjoy built GDC Award 25's identity from real shop-sign lettering — torn, stuck, imperfect — the first Chinese Best of Design & Branding at One Show.
Read the casePokémon Sleep makes real bedtime the gameplay — 10M downloads in five weeks
The Pokémon Company turns real sleep into play: track your night, wake to Pokémon around Snorlax, research a Sleep Style Dex — 10M downloads by week five.
Read the caseShake Shack's 2001 park hot dog cart — art fundraiser that became a burger chain
Danny Meyer's park-fundraiser hot dog cart (2001) became the 2004 Shake Shack kiosk — by 2015, a public burger chain.
Read the caseZhong Xue Gao's ¥66 'Pink Diamond' sells out in 15h, launching premium Chinese ice cream
A new brand's single ¥66 limited popsicle sold out 20,000 units in 15 hours on Double 11, turning 'expensive' itself into its launch strategy.
Read the caseLandfall gives Content Warning away for 24h — 6.6M free claims become 1M paid copies
A co-op horror about filming friends and going viral on SpöökTube is free for one day, flooding every feed — then sells 1M copies at $8.
Read the caseMinderoo forecasts plastic rain in daily weather reports
A weather forecast that reports kilograms of plastic falling in rain, launched during UN treaty talks in Paris — 1.3B reach in two weeks.
Read the caseL'Entropiste: the perfume bottle built to lean wins Pentawards' Beauty Platinum
Perfumery is all symmetry and polish; Centdegrés gave L'Entropiste off-centre bottles and a rough pulp box, and disorder took the 2025 Beauty Platinum.
Read the caseFoo Camp handed the conference agenda to its attendees and invented the unconference
Tim O'Reilly filled his dotcom-era empty offices with 200 hand-picked geeks and no agenda; their whiteboard schedule became the unconference format.
Read the caseNEIWAI's 'No Body Is Nobody' films six real bodies to reset China's underwear ads
NEIWAI casts six real, imperfect bodies — scars, tummies, a 58-year-old — in its 2020 spring film and ignites China's body-diversity ad debate.
Read the caseDove's 20-year Real Beauty movement wins Cannes Glass and Strategy Grands Prix
Twenty years after 'only 2% of women think they're beautiful', Dove's Real Beauty platform took Cannes' Glass and Creative Strategy Grands Prix in one night.
Read the caseGrenoble frees its streets of 326 billboards, planting trees and notice boards (2015)
Grenoble let its JCDecaux ad contract lapse, removed 326 street billboards and put trees and free citizen notice boards in their place — a European first.
Read the caseCritical Role streams a private D&D game — fans fund a record $11.3M animated series
Voice actors put their unscripted Dungeons & Dragons campaign on Twitch; five years later fans pledge $11.3M and Amazon turns it into an animated series.
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