Darkness Into Light: What 13 Years of Sponsorship and a Sunrise Did for Electric Ireland
Every year, at 4:15 in the morning in early May, more than 100,000 people across Ireland and twelve countries around the world walk into the …
branding
Old Navy’s ‘It’s Old Navy’: When Nostalgia Meets Value
There’s a particular art to making affordable feel aspirational. Old Navy has been practising it for decades — and their Summer 2026 campaign, “It’s Old …
ARTOTEL Rockstar Status: How a Boutique Hotel Brand Punched All the Way to Best of Show.
ARTOTEL is not a household name outside Southeast Asia. It’s an Indonesian boutique hotel group — art-focused, design-led, independent. The kind of brand that most …
Bumble Bet on Realness When the Category Was Running on Fake.
Dating apps have a marketing problem that is also, at its core, a product problem. They need to convince you that their platform leads to …
Lurpak Didn’t Sell Butter. It Sold the Act of Cooking.
There’s a Lurpak ad from 2013 where a voice intones over close-up shots of eggs cracking, dough being punched, and butter melting in a hot …
LEGO Didn’t Sell Bricks. It Sold a Feeling About the Future.
In 2019, LEGO launched its first global brand campaign in 30 years. The film — a live-action adventure set in a painted-up Chilean city, starring …
Ba Da Ba Ba Baa: How McDonald’s “I’m Lovin’ It” Became the World’s Most Recognised Jingle
In the autumn of 2003, McDonald’s was in trouble. The company had just recorded its first-ever quarterly financial loss, fast food was increasingly under attack …
Just Call Apeldoorn: The Forty-Year Comedy of Errors That Built a Brand
Somewhere in the Netherlands, a man is about to make a terrible mistake. He’s about to back his car through a garden fence, set his …
Peak Performance: How the Gorillaz x Spotify ‘The Mountain’ Campaign Scaled the Future of Advertising
If you walked through Shoreditch or Peckham in early 2026 and didn’t see a giant, hand-painted Murdoc Niccals staring into your soul, did you even …
The Ad That Broke the Internet (Before it Was Cool): Tourism Australia’s “Bloody Hell” Gamble
In the high-stakes world of destination marketing, there are campaigns that whisper, and then there are campaigns that scream until they’re blue in the face. …