Quick note before this month’s picks: The newsletter is back to its monthly rhythm. The site rebuild is done —better search, proper filters, cleaner navigation.
Now I’m working out what this newsletter should actually be. I’ve been thinking about moving beyond just “here are three campaigns” to something more useful, but I’m not quite there yet. For now, back to the basics with campaigns worth your time.
Twix built this directly into WhatsApp instead of creating another app nobody downloads. That choice matters more than the AI tech.
Harmoniser — Activation Ideas
Bad news get sugar-coated when said in harmony. Two is better than one. Just like Twix.
Dani Comar
Drones, bees, honey, diplomacy, and a Stefan Sagmeister cameo. Ukraine’s first Cannes Grand Prix winner does more with product design than most campaigns do with entire media budgets.
Minefields Honey — Activation Ideas
Be ready for a gem of an idea. Claiming vast mined areas of Ukraine’s productive land back to agriculture, making it profitable, and using the product both as a jobs creator as well as a diplomatic tool. All the elements of a brilliant case study, including a cameo appearance by Stefan Sagmeister .
Dani Comar
Morning World Cup broadcasts in Colombia. Beer at 10am feels wrong. Heineken 0.0 discounts tied to scoreless time. Sometimes the simplest mechanic wins.
Score 0.0 — Activation Ideas
Great promo to keep football fans engaged at non-drinking times.
Dani Comar
Like the bees, I’m working out what comes next for this newsletter. Patterns, deeper dives, things I’m noticing. Soon.
Dani
