Samsung, a global leader in the tech industry, faced a challenge in maintaining its leadership position in the rapidly growing foldable smartphone market. With several competitors entering the market with their own foldable smartphones, Samsung needed to demonstrate its pioneering role in foldable innovation and establish foldable smartphones as mainstream devices. The target audience for this campaign was Gen Z and younger millennial early adopters who are keen on lifestyle trends, fashion, style, and entertainment. These consumers are always eager to experience the best and the latest ahead of their peers. The challenge was to ensure that Samsung remained the first brand that comes to mind when people think about foldable devices.

The Channel 4’s Diversity in Advertising Award for the year was centered around the theme of challenging the lack of representation and stereotyping of the LGBT+ community in advertising. The insight that only 0.3% of TV adverts feature a transgender person, despite the community making up an estimated 1% of the population, presented an opportunity for Starbucks to re-ignite itself as a progressive brand. Starbucks had a strong heritage with the LGBT+ community and the challenge was to build on this heritage and address the lack of representation in advertising. The campaign needed to focus on the importance of identity and acceptance, and bring to life Starbucks’ signature act of writing people’s names on cups in a powerful way.

Samsung, a global leader in technology, was faced with the challenge of promoting its innovative range of home appliances without resorting to traditional advertising methods. The company wanted to create a unique and engaging campaign that would not only showcase the features of its products but also resonate with its target audience. The challenge was to generate a significant impact in a typically low-interest category and differentiate Samsung's offerings from its competitors. The company needed a strategy that would not only drive brand awareness but also create an emotional connection with consumers.

Chang Beer, a popular Thai beer brand, was looking to build on the success of their previous #oursong campaign. They wanted to delve deeper into the concept of friendships, aiming to capture and celebrate something more authentic. The challenge was to create a campaign that would resonate with their target audience and generate significant engagement. They decided to recruit Thai superstar Weir Sukollawat Kanarot and retell the true story of his success, which was largely thanks to his best friends. The story was set in two different decades, one during their university days when his friends helped him get discovered, and the other in the present day when Weir helps convince his friend to follow his dream.

Starbucks, the creator of the festive coffee and the original Red Cup, was facing increased competition during the holiday season. Other brands had begun to release their own versions of 'Christmas Cups' with a range of festive drinks, making the holiday period more competitive than ever. Starbucks needed to remind consumers of its originality and drive consideration and footfall. Additionally, the brand had to navigate the controversy around marking the start of the festive season too early, a move that some consumers love while others disapprove of. The challenge was to lean into this tension and celebrate the launch of Starbucks’ Red Cup in a way that would excite Super Fans and raise a refreshing smile amongst Aspirational Millennials.

Tokopedia, Indonesia's largest online mall, was facing a significant challenge in communicating its core offerings despite being a robust and well-funded marketplace platform. Established in 2010, the company had recently secured USD 100 million in funding from Sequoia and SoftBank. However, the company was struggling to effectively convey its value proposition to its two primary target groups: buyers and sellers. The challenge was to develop a marketing communication plan that would effectively target these two distinct groups independently, each with their unique needs and expectations from the platform.

Chang, a popular beer brand in Thailand, was facing a significant challenge. The brand had not updated its advertising or packaging since its inception twenty years ago. As a result, it had earned the reputation of being the 'old man's beer' and was rapidly losing market share to more modern competitors. The beer, the bottle, and the brand were all in desperate need of a change. The challenge was not just about rebranding, but also about reconnecting with a younger, more modern audience and changing the perception of the brand.

In June 2015, Adidas Football embarked on a mission to identify the world's best game changers and playmakers. The search began at The Base, Berlin, during the UEFA Champions League Final. The challenge was to expand this initiative globally and engage football enthusiasts in a unique and exciting way. Adidas aimed to create a buzz around the brand and its association with football, particularly in Asia. The company wanted to launch 2v2 football tournaments across three main cities – Bangkok, Kuala Lumpur, and Jakarta. The challenge was not only to organize these tournaments but also to ensure significant participation and generate substantial PR coverage.

Pampers, a leading brand in the baby care industry, was facing a significant challenge in retaining customers as their babies grew and transitioned between different nappy sizes. The growth and development of every baby is unique, and Pampers needed to play a unique role in helping parents navigate these changes. The brand was struggling to maintain its position as the definitive choice for every parent during the early years of their child’s life. The challenge was to develop a new CRM strategy that would increase loyalty to Pampers products at key transition stages in a baby's life.

Samsung launched its second set of headphones, the Galaxy Buds2, in the summer of 2021. The company identified that discomfort was the primary barrier preventing consumers from purchasing new headphones. Additionally, the market was saturated with earbuds that offered poor sound quality and an uncomfortable fit. Samsung aimed to overcome these challenges and introduce a product that would not only provide superior comfort and sound quality but also appeal to a fresh audience, particularly the Gen Z demographic. The challenge was to create a disruptive, engaging, and fun campaign that would effectively communicate the comfort and quality of the Galaxy Buds2 and capture the attention of this younger audience.

adidas TERREX, one of the world's largest outdoor brands by revenue, was facing a significant challenge in raising awareness about its hiking shoes, particularly the latest iteration of the Free Hiker 2 and the WMN shoe, the brand's first shoe designed specifically for the female foot. Despite its ambitious growth plans, the brand was struggling to be perceived on par with its direct competitors in the outdoor market. Primary research through focus groups and quantitative surveys revealed that many hikers were unaware of adidas TERREX's existence or its product offerings in the category. Furthermore, it was found that fellow hikers were the main source of product recommendations, rather than the brands themselves. The challenge was to create a global campaign around these two franchises that not only raised global awareness but also supported local markets in achieving their sales objectives.

Adidas, a global leader in sports apparel, faced a unique challenge during the COVID-19 pandemic. As the world grappled with the crisis, many brands were delivering monotonous messages of overcoming adversity. Adidas, in partnership with Iris, its lead global strategic and creative agency, saw an opportunity to deliver a more optimistic, motivational message. The challenge was to create excitement for the return of sport, emphasizing its role in bringing hope and joy. The goal was to stand out from the crowd and resonate with the global audience, while also driving brand engagement and revenue.

In the summer of 2016, Samsung was looking to create a unique, immersive virtual reality (VR) experience to engage millennial music fans and showcase their latest technology. The challenge was to create a VR experience that was not only innovative and engaging but also capable of reaching a large audience. The company wanted to feature one of the UK's favourite live acts, Biffy Clyro, in a way that would provide fans with an unprecedented experience. The goal was to create a VR experience that would be showcased at Boardmasters, Glasgow Summer Session and Bestival, reaching a significant number of festival-goers.

Lamborghini, a luxury car brand, faced a unique challenge in marketing its new Huracan model. The brand's high-end status and the exclusivity of its customer base meant that traditional, broad-scale communication strategies were not suitable. Lamborghini needed a marketing approach that would uphold its brand stature while effectively reaching and engaging its niche target audience - the affluent few who could afford its products. The challenge was to create a unique, innovative, and personalized experience that would not only maintain the brand's prestige but also meet the high expectations of potential buyers. The company aimed to encourage its target audience to see the new Huracan at Monterey Car Week, a significant event in the automotive industry.

Adidas Neo, a sub-brand of Adidas, was faced with the challenge of creating a truly innovative global activation that would engage their mobile-first, vocal fan base. The brand wanted to create a unique, participatory experience that would resonate with their young, digitally savvy audience. The challenge was to leverage the power of social media, particularly Snapchat, to create a campaign that would not only engage fans but also give them a voice and a sense of ownership in the brand.

KFC, with its Colonel's Club loyalty scheme, was looking for a unique way to provide real value to its members beyond just points. The upcoming wedding of Prince Harry and Meghan Markle presented an opportunity to engage with their loyal customers in a unique and memorable way. The challenge was to create a campaign that would not only celebrate the royal wedding but also promote the KFC brand and increase customer engagement and loyalty.

BRITA, a renowned water filter company, was facing a challenge in changing its brand perception from being functional and outdated to relevant and engaging. The company wanted to highlight its sustainability benefits, especially in the context of the ongoing global plastic crisis. Despite the UK having some of the best quality drinking water in the world, consumers were still inclined towards bottled water, largely due to effective marketing campaigns. BRITA saw an opportunity to emphasize the absurdity of promoting a product that is so damaging to the environment. However, the company faced a lack of hard facts to support their stance and drive change.

adidas, a globally recognized sports brand, faced a challenge in changing the perception that it was more style than substance, particularly in the running sector. The company wanted to establish the UltraBOOST X as its premium performance franchise and illustrate the concept of 'Greater Every Run' for female running creators. The challenge was to effectively communicate the unique adaptive arch of the UltraBOOST X, which not only fits the foot of the runner but also adapts to their running style, thereby enabling transformation and evolution with every mile. The company needed a creative idea that would draw inspiration from architectural arches to reflect the unique silhouette of the shoe and build a stage for female running creators to transform, evolve, and triumph.

Scholl, a brand synonymous with the classic and functional pharma space, was facing a challenge in its brand positioning. The brand was primarily associated with problem-solution scenarios, limiting its reach and appeal. The brand was often only considered when there was a foot-related problem that needed fixing. This limited perspective was hindering the brand's growth and potential to tap into the wellbeing and lifestyle space. The challenge was to elevate and revitalize Scholl's brand positioning to make it more appealing to a broader audience and to increase the number of occasions and scenarios that Scholl could be relevant to. The target audience for this brand shift was individuals aged 35 to 40 years old.

At the beginning of 2022, Samsung faced a challenge in bringing visual and tonal consistency to all its brand work across the UK, specifically targeting an urban, GenZ audience. The company wanted to develop a fresh, authentic visual identity that could work across all channels. Additionally, Samsung aimed to establish a partnership that resonated with this urban, GenZ audience. The company discovered that this audience's primary motivator and personal interest was financial security and managing finances, but there was a significant knowledge gap. Samsung wanted to break down the barriers to managing personal finance for this audience, showcasing how its technology and products could facilitate better financial health and planning.

Samsung, a global leader in technology, had a vision to connect all of its domestic appliances to the Internet of Things (IoT) by 2020. However, the company faced a significant challenge in translating this ambition into a compelling consumer proposition. The task was not just about integrating IoT technology into appliances, but also about understanding how this technology could enhance product performance and meet consumer needs. The challenge was to research market opportunities, generate and validate ideas for new domestic appliances that leveraged IoT. This required a deep understanding of the technology landscape, relevant applications for IoT, and how these could be linked to consumer needs and behaviours.

The challenge was to raise the global awareness of Chang Beer, a product with premium credentials primarily recognized within Thailand. The goal was to develop an integrated campaign that would elevate the brand as the premium imported Thai beer across South East Asian markets. The campaign was aimed at male beer drinkers aged between 21 and 35 across the South East Asian region. The task was to showcase Chang Beer in a completely new light, avoiding the usual clichés and stereotypes associated with beer advertisements.

In 2022, Samsonite, a renowned luggage manufacturer, was faced with the challenge of launching an integrated brand campaign that would not only tell the story of summer travel but also increase brand consideration during the summer travel season, their biggest selling period. The challenge was to connect with an audience that was emerging from a long period of constraints and limitations, eager to maximize their summer with numerous trips and adventures. However, despite their desire to travel, only about half of all Americans were taking full advantage of their Paid Time Off (PTO). Samsonite needed a campaign that would resonate with these insights and encourage people to make the most of their summer.

Samsung was faced with the challenge of generating global excitement around the launch of its new flagship products, the Galaxy S8 and S8+. The company wanted to trigger a significant rethinking of Samsung within the design elite, aiming to make a significant impact in the design community. The challenge was to create a unique and memorable experience that would not only showcase the design philosophy of the Galaxy S8 but also position Samsung as a leader in design innovation. The company wanted to do more than just an exhibition or installation; it aimed to create an epicenter of excitement and enthusiasm for its focus on design at the Milan Design Week, a gathering of the brightest minds in the industry.

MINI was faced with the challenge of raising awareness around its newest car, the Clubman, and positioning it as a generously-sized city car for modern men. The task was to be accomplished on a limited budget, with the backdrop of significant media interest in Europe. The company needed to come up with a creative and cost-effective strategy that would resonate with their target audience, who were identified as having a key passion for travel.

The bustling city life in Singapore often leaves its hardworking citizens yearning for a break. The challenge was to provide these individuals with a unique and immersive experience that could transport them away from the city's hustle and bustle, even if just for a while. Fiji Airways, in collaboration with iris, sought to create a solution that would not only offer a refreshing escape but also promote Fiji as a desirable travel destination. The goal was to create an experience that was so real and immersive that users could touch and smell the environment as the virtual world transformed around them.

The world of football is riddled with inauthenticity, from fake influencer bots to counterfeit products and pretentious players. This situation was negatively impacting the perception of the sport and the products associated with it. Adidas, a leading brand in the football industry, was looking to launch its new 'Exhibit pack' of football boots. The challenge was to position Adidas as a brand for genuine creators in a market saturated with fakes and to encourage its footballing audience to embrace creativity and substance over style. The company needed a provocative campaign that would not only call out the fakers but also celebrate those who bring authenticity to the game.

Adidas, a global leader in sports apparel, has been a strategic and creative partner with Arsenal FC since 2002. As part of their ongoing partnership, Adidas was tasked with launching Arsenal's 2021/22 third jersey. The challenge was to create a campaign that would resonate with Arsenal's youthful audience and demonstrate the unique sense of belonging that comes with being an Arsenal fan. The campaign needed to tap into the powerful belief that Arsenal fans have in their club, regardless of the ups and downs on the pitch. This belief is a key part of the Arsenal fan identity, and the campaign needed to reflect this.

Adidas was faced with the challenge of launching their new 'hardwired' football boots in a market that is saturated with sports products. The company wanted to create a unique and disruptive global campaign that would not only promote the new product but also challenge creators to test the limits of their imagination. The campaign, dubbed 'The Deal', aimed to separate the creators from everyone else in the football world. The challenge was to effectively communicate this message and engage the target audience in a way that would drive product sales and brand recognition.

Sanctuary Spa, a skincare brand, was faced with the challenge of promoting their latest face product, the Sanctuary 1 minute Glow Mask. The brand wanted to create a significant 'moment' that would stimulate conversations about the product and drive trials. The challenge was to generate a buzz around the product in a highly competitive skincare market, where new products are launched frequently. The brand needed a unique and effective marketing strategy that would not only reach a large audience but also encourage them to try the product.