La Libanaise Des Jeux turns a selfie into a Loto number — Lucky Face Grand Prix
Lebanon's Loto was losing young players, so Impact BBDO turned any selfie into a personal six-digit lottery number — a record sales week followed.
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2,000 CASOS PUBLICADOS · ATUALIZADOS REGULARMENTESt Paul's Cathedral carved its new wordmark in stone — with its own stonemasons
Simple Revolution and Pentagram rebuilt St Paul's identity around 'Your cathedral, always', carving the wordmark in stone with the Cathedral's own masons.
Ler o casoNo Mow May: don't cut the grass — Plantlife turns lawn laziness into bee food
UK charity Plantlife's No Mow May (2019) asked gardeners to skip May mowing so lawn flowers feed bees — participation trebled and 30+ US cities joined by 2022.
Ler o casoMBC's King of Mask Singer judges voices before faces — format sold to 50+ countries
Eight celebrities sing in elaborate masks while a studio audience votes on voice alone; losers unmask. Korea's first global variety format.
Ler o casoTernX Carry-On: the stroller that is its own cabin suitcase wins Red Dot's top prize
A husband-and-wife team built the first certified stroller that folds into its own overhead-bin suitcase, then turned down every Shark Tank offer to keep it.
Ler o casoHer Story makes searching a police video database the whole game — and revives FMV
Sam Barlow's 2015 Her Story turns keyword search over video clips into the core mechanic — a three-BAFTA landmark of interactive fiction.
Ler o casoGary Dahl sold a beach stone in a box for $4 in 1975
Copywriter Gary Dahl sold beach stones in boxes with manuals as pets for $4 each; over one million sold in 1975.
Ler o casoadidas becomes Oasis's tour merch partner — 400K+ units sold, double Cannes Grand Prix
Instead of a sponsorship, adidas made Oasis's official tour merch and a film that opened 41 shows — 400K+ UK units, 1.3B PR impressions.
Ler o casoCostco charges members to shop and caps markups — profit comes from fees, not margins
Costco charges shoppers an annual membership to enter, caps product markups near 14%, and turns the fee into its real profit engine.
Ler o casoSpecsavers sells a hearing aid as the hottest intimacy device — Cannes PR Gold
Specsavers launched a mystery 'Relationship Aid' as a couples' intimacy device, then revealed on Valentine's Day that it was a hearing aid.
Ler o casoScallop shells become fishermen's helmets — Shellmet wins Spikes Innovation Grand Prix
TBWA\Hakuhodo and Koushi Chemical turn Hokkaido's wasted scallop shells into a recycled helmet that protects fishermen — and sweeps Asia's innovation awards.
Ler o casoMicrosoft's Language Quality Game: 4,500 staff review 500,000 Windows 7 screens
Microsoft turned Windows 7 translation QA into a voluntary game — 4,500 staff reviewed over 500,000 UI screens.
Ler o casoNissin turns chick mascot Hiyoko-chan into a demon to launch spicy ramen — ADFEST Grande
Dentsu gave Nissin's 60-year-old chick mascot a villain arc — resignation, Twitter meltdown, heavy-metal transformation — to launch a demonically spicy ramen.
Ler o casoTinyOcean brands regenerative fish farming as one continuous water ripple
Rise branded land-based fish-farm startup TinyOcean with one water ripple — growth from larva to fish — winning Red Dot Best of the Best 2025.
Ler o casoIKEA turns its showroom ads into flooded rooms to rally donations — MAD STARS 2025 Gold
After 2024's northern Thailand floods, IKEA re-shot its showroom visuals as submerged rooms to rally furniture donations — MAD STARS 2025 Gold.
Ler o casoOpera House's 50th birthday anthem 'Play It Safe' wins Cannes Film Grand Prix
Tim Minchin wrote an ironic anthem telling Australia to 'play it safe' — a star-packed film that reached 1.8B people and won the 2024 Cannes Film Grand Prix.
Ler o casoPort Magazine's 10th-anniversary identity lets the O of PORT double as the zero in 10
Pentagram's Matt Willey redesigns his own co-founded magazine at ten, with a modular cover system whose O doubles as the zero in 10.
Ler o casoKeep Talking and Nobody Explodes: a VR bomb and a paper manual turn talking into gameplay
A VR bomb-defusal game where one player sees the bomb and the rest read the manual — from a 2014 game jam to IGF 2016's Excellence in Design.
Ler o casoPhotoAI sells AI photo shoots at $29/month — a solo dev's studio
Pieter Levels' 'first AI photographer' trains a model of your face from selfies, then shoots any scene for $29/month — $5.4K in week one, $100K+/month by 2024.
Ler o casoDove's anti-AI vow retrains Pinterest's beauty algorithm — Cannes Media Grand Prix
For Real Beauty's 20th year, Dove swore off AI-distorted women and made users' pins retrain Pinterest — 787M impressions, 2025 Cannes Media Grand Prix.
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