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ADVERTISING CREATIVITY

The NFL Turns Touchdown Celebrations Into Its Kickoff Stage

The NFL's 2026 kickoff campaign turns touchdown celebrations into its brand platform, building a fictional Celly Studio and a creator series to sell personality, not the game.

Aug 27, 2026

5 min read

ADVERTISING CREATIVITY

Fanta Builds a Horror Cinematic Universe to Own Halloween

Fanta enlisted Universal and Blumhouse to turn Halloween into an owned franchise, with horror icons on cans and QR codes as the funnel. Packaging becomes media.

Aug 26, 2026

5 min read

FREE READING

EXPIRED

CREATIVITY

Nike Brings the One Piece Universe to the Air Max Plus

Nike rebuilt three Air Max Plus around One Piece's Devil Fruits. The manga collab is less a logo drop than a test of how far design can carry fandom.

Aug 25, 2026

5 min read

FREE READING

EXPIRED

CREATIVITY

Liquid Death and Garage Beer Turn Data Center Backlash Into a Song About Pee

Jason Kelce wants your urine shipped to a data center. The real story is how two challenger brands turned AI's water problem into content people share.

Aug 23, 2026

5 min read

FREE READING

EXPIRED

CREATIVITY

Gap Rewrites Robyn’s Dancing on My Own to Sell Denim to Gen Z

Gap's fall denim campaign has Malcolm Todd reworking Robyn's "Dancing on My Own" with "Obsession" star Inde Navarrette. The clearest sign yet its music playbook is working.

Aug 19, 2026

5 min read

CREATIVITY

Crocs Hatches a Mascot Named Niles to Anchor Character-Led Storytelling

Crocs turned its logo into Niles, a six-foot mascot with its own micro-series. The move follows Duolingo's owl toward characters that outlast any single product drop.

Aug 19, 2026

5 min read

CREATIVITY

AI Is Finally Making Campaigns That Were Once Impossible

AI has stopped being a stunt. A handful of campaigns now exist only because the technology made the once-impossible producible.

Aug 15, 2026

5 min read

CREATIVITY

Degree Renames New York’s Sweatiest Subway Stops to Sell Deodorant

New Yorkers already called their stations "Boiler Room" and "Molten Core." Degree made it official, and turned a shared misery into a deodorant ad.

Aug 12, 2026

4 min read

FREE READING

EXPIRED

CREATIVITY

Nike Turns Kobe Bryant’s Legacy Into Basketball’s Best-Selling Sneaker Line

Kobe Bryant last played in 2016. In 2025 his shoes outsold every active NBA star's. Here is how Nike turned a tribute into a franchise.

Aug 11, 2026

4 min read

BUSINESS CREATIVITY

Miu Miu Still Owns the Culture and No Longer Owns the Growth

Miu Miu cast Hailey Bieber for fall in the same fortnight its sales growth came in at 2.5%. The campaign answers a problem the numbers had just posed.

Aug 08, 2026

5 min read

CREATIVITY STRATEGY

On Revealed Its Running Platform at a Fashion Week, Not a Race

On built its name on engineering claims and split times. Its new platform sells a sensation instead, and the reason sits inside its own sales data.

Aug 07, 2026

5 min read

CREATIVITY STRATEGY

Brands Stopped Making World Cup Ads and Started Building Worlds

Nike skipped the hero film. McDonald's built an occasion. American Eagle renamed itself overnight. The campaign as we knew it is finished.

Aug 04, 2026

6 min read

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