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2025 Ideas
THE NEW PRESIDENT | ANNAHAR NEWSPAPER | LEBANON
THE NEW PRESIDENT | ANNAHAR NEWSPAPER | LEBANON
For nearly a century, AnNahar Newspaper has been unwavering in its commitment to journalism's role in fostering a fair and democratic society. The campaign leveraged 90 years of AnNahar's impartial reporting to demonstrate to the Lebanese and the world that objective and rational leadership is possible, creating a first-of-its-kind brand experience and activation. The agency built the world’s first generative AI designed for governance; the AI President of Lebanon, trained on AnNahar's entire archive to generate highly-informed, rational and objective responses to the challenges facing Lebanon.
UNSILENCE THE CROWD | SELA X NEWCASTLE UNITED | UK
UNSILENCE THE CROWD | SELA X NEWCASTLE UNITED | UK
Although famous throughout MENA for spectacular, arena-scale live experiences (featuring holograms, 3D soundscapes, etc.), Sela had little UK awareness. We wanted to leverage our world-leading specialism (live experiences) to help a fan demographic too often overlooked – the Deaf community. Using cutting-edge technology, we created the "Sela Sound Shirt", a world-first made with and for the deaf sports fans. By allowing these fans to feel the atmosphere of a live match for the first time, the campaign successfully showcased expertise in live experiences and created affinity for the brand as a sponsor committed to redefining the fan experience.
THE KITKAT BREAK CHAIR | NESTLE | AUSTRALIA
THE KITKAT BREAK CHAIR | NESTLE | AUSTRALIA
KitKat transformed one of gaming’s most frustrating moments - an empty chair - into an interactive brand experience. The Break Chair seamlessly integrated into the gaming ecosystem, rewarding audiences for taking breaks with their favourite streamers. A hidden QR code, revealed only when a streamer stepped away, turned downtime into engagement time. Viewers scanned to unlock exclusive KitKats from KitKat’s online store, making every break a shared, rewarding moment. This activation didn’t just fuel conversations - it made ‘Have a Break’ a lived experience in gaming culture.
THE MATCH THAT SELLS | SILVER WOLF WHISKEY | THAILAND
THE MATCH THAT SELLS | SILVER WOLF WHISKEY | THAILAND
This partnership idea redefined Brand Experience & Activation by turning a legal restriction into a creative opportunity. In a market where alcohol advertising is banned, Silver Wolf partnered with a football team, renaming players to reflect the whiskey’s taste profile. Live match commentary naturally integrated these names. The campaign resonated with audiences, generating organic buzz, 308 million impressions, and a sold-out product. By creatively activating consumers through sports, Silver Wolf successfully established its presence in a highly competitive market while staying within legal boundaries.
FIT MY FEET | BUCKAROO FOOTWEAR | INDIA
FIT MY FEET | BUCKAROO FOOTWEAR | INDIA
FitMyFeet is a design kit that creates custom flip-flops for individuals with clubfoot. Designed to work with India’s vast street-cobbler network, the initiative transformed every street corner into a product activation space. By painting vibrant street art on the walls behind cobblers, the campaign turned hyperlocal spaces into brand engagement platforms. By integrating traditional craftsmanship with an innovative product, FitMyFeet provided an authentic and immersive brand experience while ensuring affordability at just USD 2.40 per pair.
THE WORLD'S BEST EXCHANGE RATE | ALL.COM | AUSTRALIA
THE WORLD'S BEST EXCHANGE RATE | ALL.COM | AUSTRALIA
The World's Best Exchange Rate' was a fame-driving brand activation that turned idle foreign currency into holiday prizes, creating a direct, tangible experience between travel lovers and brand, ALL.com. By combining emotional resonance with functional value, the activation boosted brand visibility and reinforced ALL.com’s role as a leader in travel. Resulting in increased brand awareness with an impressive PR reach of 27.7 million+ across Australia and NZ.
GET ALMOST ALMOST ANYTHING, MAYBE EVEN ANDY | UBER EATS | AUSTRALIA
GET ALMOST ALMOST ANYTHING, MAYBE EVEN ANDY | UBER EATS | AUSTRALIA
To prove Uber Eats' commitment to getting almost-almost anything, the brand let Australia order tennis legend Andy Murray on the app during the major tennis tournament in Australia. But there was a twist - he didn't want to be delivered. This set off a two week chase through ads, which spilled into hijacks of broadcast partner promos, news and traffic reports, and Andy's social accounts. The result was a chase so entertaining, people couldn't wait for the ad breaks.
TWIN SISTER OF OLYMPIC | YILI | CHINA
TWIN SISTER OF OLYMPIC | YILI | CHINA
A Chinese star, “LUYU”, who bears an uncanny resemblance to the Paris Olympics logo, is often dubbed China’s Oprah, having kept the same hairstyle for 30 years, When the Olympics logo was revealed, every Chinese person instantly thought, “That’s LUYU.”
She was made the brand’s “Paris Ambassador” Yili-Luyu-Olympic! Yili-Luyu-Olympic! Yili-Luyu-Olympic! Yili-Luyu-Olympic!
A viral brainwashing campaign swept during the Olympics, and no one could escape its grasp.
TEST MY DACIA | DACIA | MOROCCO
TEST MY DACIA | DACIA | MOROCCO
"Test My Dacia" effectively addresses customer acquisition and retention by transforming the car-buying experience into a community-centric journey. The mobile app connects potential buyers with existing Dacia owners, facilitating authentic test drives and peer-to-peer interactions that build trust and alleviate skepticism. This direct engagement not only attracts new customers but also fosters loyalty among existing owners, who become brand ambassadors. By prioritizing personal recommendations and aligning with Moroccan cultural values of community, the campaign enhances customer satisfaction and retention, ultimately driving sustained sales growth and reinforcing Dacia's position as a trusted automotive brand.
THE SOCIAL FEED | HUNGERSTATION | SAUDI ARABIA
THE SOCIAL FEED | HUNGERSTATION | SAUDI ARABIA
By leveraging AI-driven technology, HungerStation turned every food post into an interactive menu option, allowing users to order dishes they discover online directly. This innovative approach activated user curiosity and elevated the food delivery experience, breaking routine ordering habits and encouraging culinary exploration. By merging real-time social media behaviors with personalized food options, HungerStation successfully transformed a passive browsing activity into an engaging and actionable brand interaction, setting a new benchmark in customer-centric innovation.
Voice of Georgia | Bank of Georgia
Voice of Georgia | Bank of Georgia
Voice of Georgia – Bank of Georgia
After Georgia’s historic EURO 2024 qualification, Bank of Georgia turned national joy into brand momentum by swapping its customer hotline hold music with a cracked-voice message from a beloved commentator. This unpolished, heartfelt moment mirrored fans’ emotions and generated viral attention. With minimal cost, the bank reinforced its role as a true supporter of Georgian sports, achieving record brand awareness and 58,449 organic engagements.
Fit My Feet | McCann, India
Fit My Feet | McCann, India
To help children with clubfoot, Buckaroo launched “Fit My Feet,” a $2.40 customisable flip-flop kit distributed through local cobblers. Cobblers became brand ambassadors, crafting tailored footwear using traditional tools. Brightly painted stalls doubled as awareness hubs, turning everyday locations into cultural touchpoints. The campaign tackled accessibility, stigma, and distribution barriers—proving how low-cost, hyper-local activation can deliver both social good and brand value.
Test My Dacia | VML, Morocco
Test My Dacia | VML, Morocco
Dacia tackled consumer mistrust by empowering owners to serve as brand advocates. Through a mobile app, potential buyers could book test drives directly with local Dacia owners, bypassing traditional sales channels. The peer-led initiative fostered trust and transparency, reshaping perceptions and boosting both awareness and sales. “Test My Dacia” redefined automotive engagement by turning consumers into the brand’s most powerful salesforce.
Prize on the Bone | DM9, Brazil
Prize on the Bone | DM9, Brazil
To launch its first ice cream in Brazil, KFC revived a nostalgic promo concept with a twist: hidden prizes revealed not on sticks, but chicken bones. “Prize on the Bone” tapped into cultural memory to generate buzz and trial. The result: 138K TikTok mentions in 24 hours, 1,000 prizes claimed, and ice cream sold out in five days—outperforming McDonald’s for the first time. A nostalgic mechanic turned into viral gold.
Lidlize | Marcel, France
Lidlize | Marcel, France
Lidl empowered fans to create branded products using “Lidlize,” an AI tool that turned any idea into a Lidl-themed item. The most liked design was produced and sold. In 72 hours, the campaign went viral, crashing the website twice and generating over 2 million user creations. Lidlize proved that the brand’s identity has become pop culture, offering pure entertainment while reinforcing Lidl’s accessibility and relevance.
Abracadabra | McCann XBC, USA
Abracadabra | McCann XBC, USA
Mastercard partnered with Lady Gaga to debut her “Abracadabra” video at the GRAMMYs—then invited fans to audition via social media for a spot in a fan-edit version. The campaign transformed passive viewers into active participants, earning 1.4B views, TikTok’s top contest hashtag, and the brand’s biggest Gen Z brand opinion uplift. Mastercard shifted fan culture from consumption to creation—making priceless moments genuinely participatory.
Pedigree Caramelo | ALMAPBBDO, Brazil
Pedigree Caramelo | ALMAPBBDO, Brazil
Pedigree championed Brazil’s beloved mutts, the “Caramelos,” by giving them a breed. Sparked by a viral post from actress Tatá Werneck, the campaign included a major genome study, pedigrees for shelter dogs, and a national Dog Show. Caramelos became the brand’s new face, with packaging and visuals inspired by street art. The campaign reframed adoption narratives and turned cultural insight into national action—cementing Pedigree’s social commitment.
Selfless Shelves | FP7 McCann, Lebanon
Selfless Shelves | FP7 McCann, Lebanon
Puck launched “Selfless Shelves” to support women by selling their homemade foods in repurposed jars. The campaign gained massive traction without paid promotion, achieving 3 billion impressions, 878 media features, and rollouts across 30+ countries. All jars sold out in two months, boosting women’s income by 300%. Puck’s focus on purpose over profit earned it a top-four spot in Lebanon’s most loved brands. A grassroots idea became a global success.
The Everyday Tactician | McCann, UK
The Everyday Tactician | McCann, UK
To win over skeptical PC gamers, Xbox offered an FM24 player the chance to become a real-world performance analyst at Bromley FC—if they could win the league in-game. Only Xbox Game Pass users could apply. This campaign validated Football Manager’s realism and the gaming community’s skills, bridging digital and professional football. The result was a viral, credibility-building moment that drove Game Pass subscriptions and redefined the gaming-to-career pipeline.