Riot gives League of Legends away and sells style, not power
Riot launched a hardcore PC game free when free-to-play meant casual, monetizing optional style and convenience — by 2014 it was the top-grossing online game.
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2,000 CASOS PUBLICADOS · ATUALIZADOS REGULARMENTETecate books street sweeper Macario onto the Pal Norte lineup within 8 hours — Clio golds
When Mexico City street sweeper Macario went viral in a Tecate jacket, the brand put him on its festival lineup within hours — 22.6M Spotify streams followed.
Ler o casoDentsu's Stradivarius Timeless Journey lets you hear 300 years of one violin's sound
Blind-test headlines doubted Stradivarius; Dentsu's time-travel exhibit lets visitors hear one violin across 300 years of halls — Spikes 2019 Grand Prix
Ler o casoShell's scenario planners saw the 1973 oil shock coming — and rose from laggard to leader
Shell swapped its single official forecast for rival stories of the future — so when the 1973 embargo quadrupled oil prices, only Shell was ready.
Ler o casoCaloriMate's art-school exam film wins a 4th straight ACC Film Grand Prix
For its 10th exam-support film, CaloriMate follows an art-school applicant for the first time — and lets 20 real art students draw the station posters.
Ler o casoHertog Jan tells beer buyers not to drink it, but age it
The Dutch brewer turned delayed gratification into a beer platform, asking fans to cellar bottles instead of consuming them.
Ler o casoSão Paulo's Cidade Limpa bans all outdoor ads — 15,000 billboards down in a year
Mayor Gilberto Kassab's 'Clean City Law' outlawed every outdoor ad in São Paulo, stripping 15,000 billboards and 300,000 storefront signs.
Ler o casoViatris replaces banned Viagra ads with an art film about intimacy — Pharma GP
China bans pharma ads, so Ogilvy made an unbranded time-lapse film of three couples — 350M impressions and the Cannes Pharma Grand Prix.
Ler o casoPueblo packs turn Spanish village roots into pride — Pentawards Food Platinum 2025
Simple Packaging Studio's Pueblo cured-meat line makes 'village' a badge of honour — bold name type, adobe and straw colours, kraft paper, a real curing rope.
Ler o casoNamco's Katamari Damacy turns 'roll everything up' into a cult classic
Namco artist Keita Takahashi's 2004 PS2 game rolls a sticky ball over everything from thumbtacks to skyscrapers — and becomes a beloved cult classic.
Ler o casoDwarf Fortress: 16 years free on donations, then $7.2M in one Steam month
Dwarf Fortress stayed free on donations for 16 years; its 2022 Steam edition sold ~500k copies and grossed $7.2M in January 2023 alone.
Ler o casoClaritin's DiversiTree plants 200,000 female trees and cuts pollen 25% in one year
To fight America's top allergy trigger, Claritin plants female trees that trap pollen instead of shedding it — 200K+ in year one, 25% less pollen.
Ler o casoPiggly Wiggly invents self-service grocery: shoppers pick, prices sell
In 1916 Clarence Saunders opened a grocery where clerks handed you nothing — you took a basket, walked the one-way maze, and marked prices did the selling.
Ler o casoadidas makes race number 321 a symbol — all six major marathons reserve it
adidas turns bib 321 (trisomy 21) into running's first iconic number for neurodivergent athletes — 252 races signed on, 278 runners ready.
Ler o casoShiseido weaves motion-captured dance into a 100th-anniversary theatre curtain
Kabuki moves recorded with 60+ motion-capture sensors become crimson threads in a 23-metre curtain — ADFEST 2026 Gold, One Show 2026 Merits.
Ler o casoW.L. Gore's lattice: no managers, just a diagram and a waterline rule
Bill Gore's 1976 lattice paper replaced bosses with direct communication, sponsors and a waterline rule — a 10,000-person company run without managers.
Ler o casoPiramal Finance lends on 'neeyat' not paperwork — and takes a 2025 Global Grand Effie
Cash earners in small-town India have no credit score; Piramal Finance's 'neeyat over paper' platform rebuilt that judgment — Global Grand Effie 2025.
Ler o casoNew Zealand brands itself '100% Pure' — the slogan that made tourism its top export
One two-word promise outgrew every ad: '100% Pure New Zealand' turned a country's unspoiled landscapes into a product claim — and tourism into its top export.
Ler o casoOperação Serenata de Amor: open-source Rosie AI audits Brazil's congress expenses
Brazilian civic hackers trained an open-source AI to flag congress expense fraud and tweet each suspect claim — meal spending fell about 10%.
Ler o casoIKEA Spain's 'Trapped in the '90s' reality show sells newness — new-product sales +169%
IKEA replaced its dead catalog with a YouTube reality show — six people stuck in a '90s flat earn new IKEA products — new-product sales rose 169%.
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