Collection
Tech
Computers, phones, search engines and screens: how technology brands sold the future.
2020s
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2025Act Like You Know
Actors, Walton Goggins tells the camera, can make you believe they know what they are doing when they do not.
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2023R.I.P. Leon
A neighbourhood lizard-sitter finds his charge, Leon, lying motionless and anxiously texts the terrible news.
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2023The Everyday Tactician
To launch Football Manager 2024 on Xbox, McCann London took the series' founding fantasy, that a fan could do the manager's job better, and made it…
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2022Less Talk, More Bitcoin
For most of a minute, a small QR code drifted across a black screen, changing colour each time it touched an edge — a knowing riff on the bouncing…
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2022Backup Ukraine
Backup Ukraine gave people in Ukraine a way to save their heritage on a phone.
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2022Flipvertising
To launch the Galaxy Z Flip4 in Australia in 2022, Samsung inverted the logic of targeted advertising: instead of chasing ad-wary young buyers, it…
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2021Superb Owl
Five seconds, bought market by market.
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Duo the Owl on TikTokDuolingo2021
Duo the Owl on TikTok
A language app that decided its TikTok should not be about languages.
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2021The Unfiltered History Tour
An unofficial guided tour, running inside the British Museum without its permission.
2010s
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2019We All Win
Children with limited mobility talk about what gaming gives them and show how they play with the Xbox Adaptive Controller, which Microsoft designed…
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2019Swipe Night
An interactive, end-of-the-world series built into the Tinder app.
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2018Alexa Loses Her Voice
Alexa coughs mid-forecast and falls silent, and Jeff Bezos, playing himself, is assured by his staff that replacements are standing by.
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2018Welcome Home
FKA twigs plays a woman who drags herself home after a draining day, asks Siri on her HomePod for some music, and dances as her cramped apartment…
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2017Calling JohnMalkovich.com
John Malkovich, newly launched as a menswear designer, sits in his studio on the phone to another John Malkovich, the man who already owns…
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2017Did You Mean MailChimp?
Mailchimp's first campaign with Droga5 barely said "Mailchimp" at all.
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2016Spotify Wrapped
The year-end ad that users make for you.
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2016The Next Rembrandt
Unveiled in Amsterdam on 5 April 2016, The Next Rembrandt is a portrait the Dutch master never painted: a man in his thirties in a black hat and…
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2016Thanks 2016, It's Been Weird
The campaign that turned a database into a copywriter.
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2016The Field Trip to Mars
A school bus that drove to Mars.
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2016Unlimited Stadium
A running track where the opponent was your own last lap.
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2015Emoji Ordering
On 20 May 2015 Domino's let American customers order dinner with a single character.
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2015Shot on iPhone ("World Gallery")
The largest photography exhibition ever mounted — as an ad campaign.
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2015The Safety Truck
A truck you can see through.
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2013The Pony
On a windswept Shetland hillside a stocky little pony called Socks moonwalks and tosses his mane to Fleetwood Mac's “Everywhere”.
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2013Reunion
An old man in Delhi tells his granddaughter about the best friend he lost at Partition in 1947: kite-flying in Lahore, sweets pinched from the boy's…
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2013People for Smarter Cities
Posters that do a job.
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2012Project Re: Brief — 'Hilltop' Re-imagined for Coca-Cola
The Coca-Cola strand of Project Re: Brief, a Google experiment unveiled at SXSW in March 2012 in which the creators of four classic 1960s and 70s…
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2012The Beauty Inside
A romance whose leading man was partly played by the audience.
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2012The Invisible Drive
A car that seemed to vanish in traffic.
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2011The Museum of Me
Connect your Facebook account and The Museum of Me built a gallery of your own life.
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2011Subway Virtual Store
The supermarket that came to the commuters.
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2010Parisian Love
Google's first-ever TV commercial told a love story using nothing but a search box: "study abroad paris france" leads to "impress a french girl,"…
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2010The Wilderness Downtown
A music video that could only exist in a browser.
2000s
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2009ZooZoos
Egg-headed white creatures with balloon bodies and stick-thin limbs gabble in a language nobody understands, giggle and fall in love through tiny…
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2009Carousel
A cops-and-robbers shootout frozen in a single instant, explored in one continuous tracking shot that runs two minutes and 19 seconds and loops back…
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2009Dance (Life's for Sharing)
On the morning of 15 January 2009, music came over the loudspeakers at London's Liverpool Street station, a single commuter started to dance, and…
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2009Singles' Day (11.11)
November 11, written 11.11, is widely believed to have started in the 1990s as a joke holiday among Chinese university students: a day for single…
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2008eco:Drive
Rather than advertise fuel economy, Fiat and AKQA built a tool that taught people to use less fuel.
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2007Believe ("Diorama")
No gameplay, no graphics, no product shots.
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2007The Shirato Family (White Family)
The Shirato household looks ordinary until you notice two things: the father is a white Hokkaido dog who lectures his family in a human voice, and…
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2006Get a Mac ("Mac vs. PC")
Sixty-six spots, one white void, two guys.
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2005Balls (and "Paint")
The shortest script in the business — "we let 250,000 brightly coloured balls loose down the hills of San Francisco" — produced one of the most…
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2004Gandhi
Mahatma Gandhi walks into a bare hut, sits cross-legged, switches on a webcam and begins to speak, and his message of peace appears on a skyscraper…
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I Love BeesMicrosoft / Bungie (Halo 2)2004
I Love Bees
A game disguised as a honey company's website.
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2003Boy and Pug (You and I)
A small boy wanders through a rain-washed Goan day, to school, the barber's, the bath, and a pug trots after him wherever he goes, to the song "You…
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2003ecotonoha
A website on which a single virtual tree grew one leaf at a time.
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2003iPod Silhouettes
Black silhouettes dancing against vivid flat colour, with only one detail picked out: a white iPod and its white earphone cord.
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2001Bostezo (Yawn)
Not a word is spoken.
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2000Cat Herders
How to make an invisible IT company famous in sixty seconds: take the management cliché "it's like herding cats" literally.
1990s
1980s
1880s
About Tech
The best tech ads: computers, phones, software and search. Technology brands often sell products people don't yet understand, so the best work here explains the future or makes people want it, from Apple's "1984" to Google's "Reunion".