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KFC builds its global rebrand around the bucket
KFC presents a global rebrand by JKR that promotes its bucket from packaging to the organising device of the entire brand system.
Heinz and Heineken make their first pairing official
Heinz and Heineken launch their first collaboration, a limited six-pack of five beers and one ketchup bottle timed to the World Cup.
SpaceX heads for the largest IPO in history
SpaceX launches its IPO roadshow, targeting up to $75 billion at a valuation of at least $1.8 trillion.
Schweppes returns to its roots in JKR-led overhaul
Schweppes presents its biggest brand refresh in generations, led by JKR with Studio.One and Mischief under the platform With Time Comes Taste.
Etsy bets on human moments in new brand platform
Etsy widens its brand platform from sellers to shoppers with Celebrate Being Human, an Orchard Creative anthem directed by Jess Kohl.
Ferrari presents Luce, its first electric car, designed with Jony Ive
Ferrari presents Luce, its first electric car, designed by Jony Ive and Marc Newson's LoveFrom over five years.
adidas Originals builds a platform on its Trefoil past
adidas Originals presents the We Gave the World an Original platform, framing its Trefoil heritage as a shared cultural inheritance.
Olipop launches 'the feel good soda' platform with new identity and sonic signature
Olipop introduces 'the feel good soda' platform, pairing a refreshed visual identity, packaging system, and first sonic signature.
Spotify retires its disco-ball anniversary icon after user backlash
Spotify confirms its 20th-anniversary disco-ball app icon will be retired next week after a wave of user complaints.
Oatly opens the world's first bike-thru in Amsterdam
Oatly opens the world's first bike-thru coffee kiosk in Amsterdam-Noord, retooling the American drive-thru for cyclists.
Oatly launches its Spring/Summer 2026 Look Book at the London Coffee Festival
Oatly presents the third edition of its Look Book recipe collection at the London Coffee Festival, leaning into Latin American flavours.
Aesop designs its first lighting collection in Milan
Aesop presents its first lighting collection, Apose, during Milan Design Week 2026 with architect Rodney Eggleston.
Lacoste presents a new visual identity by Commission Studio
Lacoste evolves its visual identity with Commission Studio, a bespoke serif typeface, refined Crocodile and three historic green tones.
Walmart Unveils Modern Redesign of Great Value, Its Flagship Private Brand
First major refresh in more than a decade enhances shoppability while maintaining the same trusted products at Every Day Low Prices
Priyanka Chopra Jonas revealed as brand ambassador for Bentley in new campaign
Bentley Motors unveils a new campaign starring Priyanka Chopra Jonas in her debut role as a leading global ambassador for the brand
Ray-Ban unites classic and smart eyewear under Jennie
Ray-Ban names Jennie its first global ambassador and unifies classic and smart eyewear under a single brand campaign.
Volkswagen reframes driver assistance as parental instinct in The Parents
Volkswagen and BBDO Paris release The Parents, a four-film campaign that maps Volkswagen driver assistance onto the everyday gestures of parents.
Tiffany & Co. names Natalie Portman a House ambassador
Natalie Portman becomes a Tiffany & Co. House ambassador in a 70mm HardWear film about strength, with a nod to Breakfast at Tiffany's.
Apple Marks 50 Years of Thinking Different with Global Celebrations
Apple opened its 50th anniversary with Alicia Keys at Apple Grand Central — the first stop in a month-long global program.
Starbucks Celebrates the Craft of Espresso in New Film by David Gelb
Starbucks launches 'The Magic of Coffee,' a craft espresso film by Chef's Table director David Gelb, debuting March 6, 2026.
Burberry presents The Trench, Portraits of an Icon for its 170th anniversary
Burberry releases The Trench, Portraits of an Icon, a global anniversary campaign with 23 cultural figures photographed by Tim Walker.
New Design for Bottle and Brand Logo
Campari Group unveils Aperol's first bottle and logo redesign in decades: new typeface, retro label, and expanded visual system.
SpaceX acquires xAI, Musk's AI company
SpaceX acquires xAI in a share exchange that values the combined company at $1.25 trillion, reshaping the brand.
Loewe swaps its ribbon colour for a new era
Loewe now ties its packaging in blue ribbon under Jack McCollough and Lazaro Hernandez, a small but deliberate signature of change.
Drophaus at the Fondation
Pharrell Williams stages the Louis Vuitton Fall 2026 menswear show at the Fondation Louis Vuitton with Not a Hotel's Drophaus.
Loewe marks 180 years with a lion motif
For its 180th anniversary, Loewe built a capsule collection and campaign around a lion, the German meaning of its founder's name.
Happy new year to you, too
McDonald's UK opens 2026 with a Leo Burnett OOH platform that meets hungover customers at their doorsteps with breakfast delivery.
Disney premieres 'Through Time' to open its 2026 brand campaign
Disney opens its 2026 brand campaign with 'Through Time', an emotional spot that follows one family across generations of Disney memories.
Lufthansa flies a giant crane to mark 100 years
For its 2026 centenary, Lufthansa puts a giant crane on a deep-blue Boeing 787-9, the first of six aircraft in a special anniversary livery.
Steiff and BOSS launch a holiday capsule and three collector bears
Steiff and HUGO BOSS introduce a holiday capsule pairing tailored ready to wear with three limited edition teddy bears for the 2025 season.
Apple TV Retires the Plus Sign and Presents a New Identity
Apple renamed its streaming service from Apple TV+ to Apple TV in November 2025, alongside a new logo built from real glass and a sonic identity by Finneas.
Coca-Cola upgrades its “Holidays Are Coming” campaign with generative AI
Coca-Cola uses generative AI to update its “Holidays Are Coming” campaign, producing festive truck imagery faster and at scale while maintaining its long-standing holiday tradition.
Sony presents It Happens on PS5 for the console's fifth anniversary
Sony Interactive Entertainment presents It Happens on PS5, a global PlayStation 5 platform campaign by adam&eveDDB.
Apple’s “Design is how it works” campaign: reinforcing simplicity as a brand philosophy
Apple’s “Design is how it works” campaign continues the company’s long tradition of positioning design not as decoration, but as a core functional principle. The campaign revisits one of Apple’s most enduring ideas, originally associated with Steve Jobs: that effective design is defined less by appearance and more by how seamlessly a product behaves in real-world use.
Burberry presents Postcards from London with Olivia Colman
Burberry releases Postcards from London, a four-film campaign with Olivia Colman directed by John Madden for outerwear and heritage.
Ray-Ban and Meta turn eyewear into a platform
Ray-Ban and Meta extend their partnership from camera glasses to AI display eyewear, recasting a heritage brand as tech.
Tesla’s Master Plan Part 4: from sustainable energy to “sustainable abundance”
With Master Plan Part 4, Tesla introduces its most ambitious—and most abstract—vision to date. While earlier plans focused on scaling electric vehicles and clean energy, this new chapter expands the mission toward what the company calls “sustainable abundance.”
Lacoste turns its crocodile into a GOAT for Novak Djokovic
Lacoste reshapes its crocodile into a GOAT for Novak Djokovic, launching a five-piece capsule from its Fifth Avenue flagship.
Bentley Redesigns Winged B: Fifth Iteration in 106 Years
Bentley revealed the fifth Winged B iteration on 7 July 2025 — the biggest change to the mark in a century.
Microsoft Australia Turned a Social Moment Into a Copilot Campaign Led by Jane Lu
Microsoft Australia launched a Copilot+ PC campaign featuring Showpo CEO Jane Lu after a viral social media interaction, using her “Lazy CEO” persona to highlight AI-driven productivity.
Loewe reissues the Puzzle bag for its 10th year
Loewe marked ten years of the Puzzle bag with 19 archive reissues, a new Confetti design, and a full digital retrospective.
Adobe Quietly Overhauls Its Identity with Mother Design
Adobe's 2025 refresh by Mother Design introduces a new logotype rooted in the 1982 original, the Adobe Lens graphic device, and a brighter signature red.
SpaceX turns Starbase into an official city
Residents vote to incorporate Starbase, Texas, turning a SpaceX launch site name into an official place on the map.
Mercedes-Benz Returns to a Flat, Monochrome Star
Mercedes-Benz has quietly reintroduced its flat, monochrome star for brand communications, dropping the three-dimensional metallic version used since 2010.
Walmart's Biggest Brand Update in Nearly Two Decades
Walmart's first major rebrand since 2008 — JKR redraws the wordmark, brightens the blue, and refreshes the spark.
Amazon Expands Smile Arrow and introduces new Typeface
Amazon completed a gradual visual rebrand beginning spring 2024, introducing a thicker Smile Arrow and custom typeface Amazon Ember Modern.
Jaguar Retires Leaper for Exuberant Modernism
Jaguar retired the leaper and introduced a four-symbol identity system built on 'Exuberant Modernism.'
SpaceX catches its Super Heavy booster mid-air
In 2024 SpaceX catches its returning Super Heavy booster with the launch tower's arms, a world first and a defining brand image.
"We, Robot": Tesla's Theatrical Reframing as a Technology and Robotics Brand
Tesla's "We, Robot" (2024) unveiled the Cybercab at Warner Bros. a brand pivot from car company to autonomy platform.
Levi’s Reimagined Its Cultural Legacy With a Beyoncé-Led Global Campaign
Levi’s partnered with Beyoncé in its “REIIMAGINE” campaign, using her cultural influence to reinterpret classic ads and reposition denim through a modern, female-driven lens.
Burberry launches It's Always Burberry Weather
Burberry returns to outerwear and the British landscape with a multi-chapter campaign photographed by Alasdair McLellan.
Nike launches Winning Isn't For Everyone for the Paris Olympics
Nike returns to its competitive edge with Winning Isn't For Everyone, a Wieden+Kennedy Portland film narrated by Willem Dafoe.
Ralph Lauren dresses Team USA for the Paris 2024 opening ceremony
Ralph Lauren outfits Team USA for the Paris 2024 opening ceremony, marking the ninth Olympic outfitting in the partnership.
Bentley’s “How do you Bentley?” campaign: redefining luxury as a personal mindset
With the launch of “How do you Bentley?”, Bentley shifts from traditional automotive marketing toward a broader, lifestyle-driven brand positioning. The campaign is not centered on cars alone, but on how individuals engage with luxury as a form of personal expression.
Core values returns to the summit with Federer and Nadal
Louis Vuitton revives its Core Values series with Roger Federer and Rafael Nadal on the Dolomites, shot by Annie Leibovitz.
The adidas Samba leads a terrace sneaker revival
The adidas Samba becomes a fashion phenomenon, leading a terrace sneaker revival driven by collaborations and the brand's own archive.
Steamboat Willie passes into public domain as Disney safeguards modern Mickey
Disney's 1928 Steamboat Willie short enters the public domain on January 1, 2024, while modern Mickey Mouse remains protected.
Starbucks Reframed the Festive Rush With “Drink In, Breathe Out” as a Moment of Calm
Starbucks launched “Drink In, Breathe Out” during the holiday season to highlight moments of calm in festive chaos, using mixed-media animation to show coffee as a pause in a hectic world.
Disney marks its centennial with a new studio logo and 100 Years of Wonder identity
Disney introduces a new animated studio logo and 100 Years of Wonder identity for its centennial anniversary.
BMW’s “THE NEUE NEW” Campaign Marked a Transformative Shift Toward an Emotional, Multi-Channel Brand Era
BMW launched “THE NEUE NEW” campaign to support the Vision Neue Klasse, combining emotional storytelling and multi-channel media to communicate its shift toward a sustainable, digital future.
Porsche launches Driven by Dreams for its 75th anniversary
Porsche builds its 75th anniversary year around Driven by Dreams, an in-house brand campaign developed in Zuffenhausen.
Tesla’s Master Plan Part 3: a technical roadmap to a fully electrified world
With Master Plan Part 3, Tesla shifts from storytelling to system design. Unlike the earlier plans, which focused on product strategy and company growth, this document is structured as a detailed white paper. Its purpose is to demonstrate, with data and modeling, how a fully sustainable global energy economy could realistically be achieved.
Daniel Lee restores the Equestrian Knight at Burberry
Daniel Lee restores the 1901 Equestrian Knight Design and a serif wordmark, reversing the 2018 sans-serif rebrand.
Porsche refines its crest for the 75th anniversary
For its 75th anniversary in 2023 Porsche refines the heraldic crest in-house, the first update in nine years and the most extensive yet.
Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore
Oatly launched a global “Spam” campaign in 2023, using intrusive, absurd advertising to promote a newsletter while actually driving large-scale brand awareness.
Levi’s Celebrated 150 Years of the 501 Jean With a Global Cultural Campaign
Levi’s marked the 150th anniversary of its 501 jeans with global campaigns, new product releases, and cultural partnerships that connected its heritage to modern audiences.
adidas ends its Yeezy partnership with Kanye West
adidas ends its Yeezy partnership with Kanye West in 2022, closing a line that generated billions and exposing the risk of celebrity brands.
Tesla Introduces Optimus and Reframes Itself as a Robotics Company
At AI Day 2022 in Palo Alto, Tesla walks its first Optimus prototype on stage and pivots its identity beyond automotive.
Patagonia names Earth its only shareholder
Founder Yvon Chouinard transfers ownership to a purpose trust and the Holdfast Collective, naming Earth the company's only shareholder.
Ferrari Purosangue and the refusal to say SUV
Ferrari reveals its first four-door car as the Purosangue and insists it is not an SUV, defending its positioning through naming and language.
Waldorf Astoria makes Aesop its global amenity brand
Waldorf Astoria becomes the first global hotel brand to carry full-size Aesop amenities across its properties.
adidas and Gucci merge sport and luxury logos
adidas and Gucci launched a 2022 collaboration blending the Trefoil and three stripes with Gucci's monogram, uniting sport and luxury.
Lacoste presents the crocodile as a rallying sign in BETC campaign
Lacoste's 2022 brand campaign by BETC turns the crocodile into a meeting point for unexpected encounters across cultures and generations.
Steiff redraws the wordmark and centres the teddy bear head
In May 2022 Steiff retires the claim Knopf im Ohr from its lockup and places the iconic teddy bear head at the centre of a new identity.
Rick Owens and Aesop create a fragrance called Stoic
Fashion designer Rick Owens and Aesop release a candle, travel kit, and fragrance called Stoic in March 2022.
Lacoste and Minecraft launch a co-designed wardrobe and Croco Island
Lacoste and Minecraft team up on a pixelated capsule and a Croco Island map, framed under the slogan 'It all begins with play'.
Walt Disney World stages an EARidescent 50th anniversary
Walt Disney World marks its 50th anniversary with an 18-month celebration framed by an EARidescent design language.
Guinness celebrates the return of pubs by reviving the feeling fans had been missing
As pubs began reopening after long periods of closure, Guinness launched a campaign that focused less on the product itself and more on the emotional anticipation surrounding its return to bars and social spaces.
Burberry releases the Open Spaces film by Megaforce
In April 2021 Burberry releases Open Spaces, a Megaforce-directed film of four figures flying through the British countryside.
Coca-Cola Simplifies Its Packaging System for the First Time Since 2016
Coca-Cola and Kenyon Weston strip back the brand's can design, removing the red disc and wave line in the first update since 2016.
Oatly debuts at the Super Bowl with a CEO-written jingle
Oatly debuts at Super Bowl LV with a 30-second spot in which CEO Toni Petersson sings his self-written jingle 'Wow, No Cow.'
IKEA closes the printed catalogue after 70 years
IKEA announces that the 2021 catalogue is its last printed edition, closing a 70 year run of the brand's primary marketing tool.
Starlink, the consumer brand inside SpaceX
SpaceX builds Starlink into a consumer-facing brand, an unusual move for a company known for rockets.
Adobe celebrates 30 years of Photoshop with Fantastic Voyage
Adobe celebrates Photoshop's 30th anniversary with Fantastic Voyage, a surreal 72andSunny film directed by Antoine Bardou-Jacquet.
Famous orders and the Travis Scott meal
Wieden+Kennedy turned individual celebrity meal orders into a platform that resets McDonald's relationship with culture.
Nike releases You Can't Stop Us split-screen film
Nike presents You Can't Stop Us, a 90-second split-screen film by Wieden+Kennedy narrated by Megan Rapinoe.
SpaceX redesigns the look of the astronaut
SpaceX gives its spacesuit to Hollywood designer Jose Fernandez, treating the look of the astronaut as brand identity.
Supreme and Barbour wax a Bedale for spring 2020
Supreme and Barbour release a Bedale-derived waxed cotton capsule, paired in leopard print, archive black and Supreme orange.
Lufthansa moves to 'Say yes to the world'
Lufthansa frames the 2020s around 'Say yes to the world', a claim built on openness and individual travel stories.
Starbucks Used “What’s Your Name” to Turn a Simple Gesture Into a Story of Identity and Acceptance
Starbucks launched “What’s Your Name” to highlight how its cup-name tradition helped transgender people feel seen and accepted, turning a simple interaction into a message of inclusion.
Steiff marks 140 years with an Elefäntle anniversary stamp
In 2020 Steiff routes its 140-year jubilee through the original felt elephant, with a dedicated stamp and a 1,880-piece anniversary collection.
Patagonia’s “Buy Less, Demand More” Campaign Reframed Black Friday as a Call for Sustainable Consumption
Patagonia used its Black Friday campaign to tell customers to buy less, demand higher standards, and focus on repairing and reusing clothing instead of constant consumption.
Tesla reveals the Cybertruck and an unintended brand moment
Tesla's 2019 unveiling at the Hawthorne studio turns an armor glass mishap into one of the most replayed brand moments of the decade.
Disney+ launches with a flexible identity by Trollbäck+Company
Disney+ launched on November 12, 2019, with a flexible identity by Trollbäck+Company that translated Disney's wordmark into motion.
Volkswagen new brand design: a flat mark for an electric era
At IAA Frankfurt in September 2019 Volkswagen retired its chrome emblem and presented a flat 2D mark for the ID era.
Apple Turns Privacy Into a Platform Claim
With "Privacy. That's iPhone.", Apple writes data privacy directly into the product name and reframes the category.
Disneyland Paris presents 'The Little Duck' by BETC
Disneyland Paris released 'The Little Duck' by BETC on December 25, 2018, introducing the slogan 'Where Magic Gets Real.'
Share Your Gifts: Apple’s 2018 Holiday Film Champions Creative Courage
Apple’s animated short “Share Your Gifts” paired a Pixar-inspired story with an original song by rising artist Billie Eilish.
Ralph Lauren stages a 50th anniversary in Central Park
On 7 September 2018, Ralph Lauren marks the brand's fiftieth anniversary with a runway and dinner at Central Park's Bethesda Terrace.
McDonald's adopts the Speedee custom typeface
In 2018, Turner Duckworth and Dalton Maag introduced Speedee, McDonald's first custom typeface, drawn from the curve of the golden arches.
IKEA previews MARKERAD with Virgil Abloh at Democratic Design Days
IKEA revealed MARKERAD with Virgil Abloh at Democratic Design Days 2018, a 15 piece collection that turned a cash receipt into a rug.
Lacoste replaces its crocodile to "Save Our Species"
For Spring 2018 Lacoste swapped its 85-year-old crocodile for ten endangered species, partnering with IUCN to support conservation work.
Cossette turns the arches into directional arrows
Cossette Toronto cropped McDonald's golden arches into directional arrows for the 2018 Follow the Arches outdoor platform.
Lufthansa sharpens its premium identity in 2018
For the crane's centenary, Lufthansa took on a deeper blue, reduced yellow to an accent and rebuilt its identity with Martin et Karczinski.
SpaceX, Starman and the Falcon Heavy spectacle
In 2018 SpaceX launched a cherry-red Tesla Roadster and Starman into space, a marketing moment watched worldwide.
A pregnancy test ad rewrote what a print page could do
Åkestam Holst and Mercene Labs printed a working hCG test into the page so that pregnant readers revealed a discounted crib price.
BMW Sent the X3 “to Mars” in a Virtual Reality Campaign That Turned Product Launch Into an Immersive Experience
BMW launched a global “On a Mission” campaign for the X3, featuring a virtual reality drive on Mars and extreme sports storytelling to emphasize passion, performance, and adventure.
IKEA Place put the showroom inside the iPhone
Inter IKEA Systems and Apple launched IKEA Place on the day iOS 11 went live, an ARKit app that placed 2,000 catalogue products in real rooms.
Aesop builds a Los Angeles store from cardboard tubes
Aesop's 2017 Los Angeles store is built from cardboard tubing reclaimed from the neighbouring Fashion District.
Lacoste and Supreme released their first joint collection in 2017
Lacoste and Supreme launched a co-branded Spring/Summer 2017 capsule that placed the crocodile on a New York skate-shop counter.
IKEA Sweden makes everyday life the platform with Where Life Happens
IKEA Sweden and Åkestam Holst launched Where Life Happens, a long-running platform that turned price tags into narrative devices.
Apple and Nike take their fitness pact to the Watch
Apple and Nike launched Apple Watch Nike+ in 2016, extending a fitness partnership that began with Nike+iPod a decade earlier.
Supreme releases a red clay brick for Fall/Winter 2016
Supreme released a 30 USD red clay brick with a debossed logo as part of the Fall/Winter 2016 accessories drop.
Loewe's 2016 fragrance box opens like a book
Jonathan Anderson named Loewe's first fragrance 001 in 2016 and packaged it in a book-like box designed with M/M (Paris).
Tesla’s Master Plan Deux: expanding from electric cars to a full energy and mobility ecosystem
In 2016, Tesla published the second part of its long-term strategic vision, known as Master Plan, Part Deux. Building on the original roadmap, which focused on scaling electric vehicles from high-end sports cars to affordable mass-market models, this new plan expands Tesla’s ambitions far beyond car manufacturing.
Coca-Cola rebrands Coke Zero as Coca-Cola Zero Sugar to clarify its positioning
In June 2016, Coca-Cola rebranded Coke Zero as Coca-Cola Zero Sugar across western Europe, anchoring the product to the master brand.
Guinness Brings Craft Back to the Harp
In a deliberate counter-move against flat design, Guinness gave its 154-year-old harp icon a handcrafted overhaul — for the sixth time.
Ralph Lauren releases Postcards from Paradise by Bruce Weber for Spring 2016
Ralph Lauren and Bruce Weber released Postcards from Paradise in April 2016, a black-and-white French Riviera film for the Spring collection.
Starbucks Turned Global Stores Into a Storytelling Stage With “Meet Me at Starbucks”
Starbucks launched “Meet Me at Starbucks” as a global storytelling campaign that showcased real people meeting in stores worldwide, emphasizing connection over coffee.
Volkswagen retires Das Auto and lets the brand name stand alone
In January 2016 Volkswagen retired the claim Das Auto and replaced it with the brand name alone, a deliberate response to the 2015 diesel matter.
Mercedes-Benz “Uncrashable Toy Cars”: when safety is proven by taking the fun away
In 2015, Mercedes-Benz released one of its most unconventional safety campaigns—an experiment that deliberately frustrated children to make a serious point about crash prevention technology. Instead of showcasing cars on the road, the campaign shifted into a controlled, almost playful setting: children were given toy cars and asked to play as they normally would. The twist, however, quickly became apparent.
Ralph Lauren opens Ralph's Coffee on Fifth Avenue
Ralph Lauren extended the Polo aesthetic into a coffee shop on the second floor of the new Fifth Avenue flagship in October 2014.
Six iconoclasts reinterpret the Monogram for its 160th anniversary
Louis Vuitton's 160th anniversary commissioned Karl Lagerfeld, Frank Gehry, Cindy Sherman, Marc Newson, Christian Louboutin and Rei Kawakubo to reinterpret the Monogram.
Bookbook turned the 2015 IKEA catalogue into a tech keynote
BBH Asia Pacific staged the IKEA 2015 catalogue as an Apple style product reveal and overtook the iPhone 6 launch online.
Levi’s “Live in Levi’s” Campaign Turned Everyday Moments Into Global Brand Storytelling
Levi’s launched “Live in Levi’s” as a global campaign that celebrated real-life moments in denim, using storytelling and digital platforms to connect with a worldwide audience.
Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand
Oatly’s 2014 rebrand replaced conventional packaging and messaging with bold design and provocative language, turning cartons into advertising and positioning the brand as a challenger to the dairy industry.
Loewe redraws its Anagram in a 2014 rebrand
In 2014 Loewe presented a new identity by M/M Paris, redrawing its Anagram and wordmark to open the Jonathan Anderson era.
SpaceX lands a rocket stage and a brand story
In 2014 SpaceX softly landed a Falcon 9 boost stage at sea for the first time, an early proof point for its reusability brand story.
Ferrari, scarcity and the most powerful brand
In 2014 Brand Finance named Ferrari the world's most powerful brand, a result built on a deliberate strategy of scarcity and restraint.
The Wonderful Everyday became IKEA's master brand platform
Mother London elevated the IKEA UK strategic idea into a long running platform celebrating ordinary domestic life.
Lacoste reset its positioning with 'Life is a beautiful sport' in 2014
Lacoste's BETC-led 2014 campaign 'Life is a beautiful sport' realigned the brand around tenacity, elegance and optimism.
Guinness and the Sapeurs: When Elegance Becomes Identity
In 2014, Guinness launched a visually striking campaign that drew global attention not just for its cinematic quality, but for its cultural subject: the Sapeurs of Congo.
PlayStation 4 launches with Greatness Awaits and a long-take by BBH
On 12 June 2013, Sony introduced the PlayStation 4 with Greatness Awaits, a 90 second BBH New York anthem that hid 35 game references inside a single take.
adidas turns Boost into a branded technology
adidas launched Boost in 2013, a cushioning technology developed with BASF that became a branded ingredient across its shoes.
No two Aesop stores are alike, by design
Since founding, Aesop has commissioned a different architect for nearly every store, refusing a single repeatable format.
L'Invitation au Voyage launches the Maison's first cinematic ad platform
Louis Vuitton's 2012 L'Invitation au Voyage campaign moved the Maison's advertising voice from print Core Values into cinema.
Yayoi Kusama and the infinite dots
Marc Jacobs invited Yayoi Kusama to overlay the Monogram with her Infinity Dots in 2012, the boldest pattern intervention since Sprouse.
Kate Moss fronts the Supreme Spring 2012 campaign
Kate Moss fronted the Supreme Spring 2012 campaign, photographed by Alasdair McLellan in the leopard-coat box-logo image.
Supreme x Comme des Garçons SHIRT: the first luxury bridge
SS 2012 paired Supreme with Comme des Garçons SHIRT and pre-tuned the brand for the Louis Vuitton arrival five years later.
Lufthansa adopts 'Nonstop you' as its claim
In 2012 Kolle Rebbe replaced Lufthansa's elite-sounding claim with 'Nonstop you', putting the customer at the centre.
"Don't Buy This Jacket": Patagonia's Anti-Consumption Campaign That Redefined Brand Activism
On Black Friday 2011, Patagonia's New York Times ad urged consumers not to buy its R2 fleece — a landmark in purpose-driven branding.
PlayStation gathers its characters around Michael in Long Live Play
On 5 October 2011, Sony Computer Entertainment America premiered Michael, a Long Live Play film by TBWA Chiat Day in which PlayStation characters toasted a fictional gamer.
Share a Coke turned Coca-Cola packaging into personalised social experiences
Coca-Cola launched the “Share a Coke” campaign in 2011, replacing its logo with popular names on bottles and cans to create personalised products that encouraged consumers to share Coca-Cola with friends and family.
Burberry Acoustic puts British musicians on the brand's front row
In 2010 Burberry launched Burberry Acoustic, a platform spotlighting emerging British musicians as a permanent strand of the brand.
Burberry streams its London runway in live 3D
In February 2010 Burberry broadcast its London runway in live 3D to private cinemas in five cities, a fashion industry first.
McDonald's Repaints Its Arches Green Across Europe
McDonald's swaps red for forest green behind the Golden Arches across Europe, signalling environmental responsibility.
Burberry launches Art of the Trench
In 2009, Burberry opens a public photo platform built around its trench coat, with launch images shot by Scott Schuman of The Sartorialist.
BMW’s “Joy Is BMW” Campaign Redefined the Brand Around Emotion and Driving Pleasure
BMW launched “Joy Is BMW” as a global brand campaign that placed emotional experience at the center of its communication, emphasizing design, performance, and “sheer driving pleasure.”
Microsoft’s $300 Million Campaign Tried to Reposition Windows by Humanising the PC
Microsoft launched a $300 million advertising campaign in 2008 featuring Jerry Seinfeld and Bill Gates, aiming to counter Apple’s “Mac vs PC” ads and reframe Windows as human and relatable.
Karl Lagerfeld becomes a Steiff bear at Colette in Paris
In September 2008 Karl Lagerfeld and Steiff released a 2,500-piece teddy bear that turned the designer's silhouette into a collector object.
Levi’s “Live Unbuttoned” Campaign Positioned the 501 as a Global Symbol of Self-Expression
Levi’s introduced its “Live Unbuttoned” campaign as a global marketing push that framed the 501 jean as a symbol of freedom, individuality, and cultural relevance.
Sony Bravia closes the colour trilogy with Play-Doh by Fallon
On 13 April 2008, Sony Bravia released Play-Doh, the third Fallon film in the Colour Like No Other trilogy, with 200 clay rabbits hopping through New York.
Core values and the journey platform
Annie Leibovitz photographed Mikhail Gorbachev for the launch of Louis Vuitton's Core Values, the brand's longest-running ad platform.
Ray-Ban revives the Wayfarer with Never Hide
In 2007 Ray-Ban reissued the original Wayfarer and launched the Never Hide campaign, returning the model to the top of the market.
Tesla’s Secret Master Plan Outlines an Electric Future Built Step by Step
In 2006, Tesla CEO Elon Musk published what he called a “Secret Master Plan,” outlining a structured approach to transforming the automotive and energy industries. At the time, Tesla was a young company with a single product: the high-performance Roadster.
Sony Bravia bounces 250,000 balls down the hills of San Francisco
On 6 November 2005, Sony Bravia premiered Balls, a Fallon film that dropped 250,000 bouncy balls down a San Francisco hill.
The World of Steiff opens for the brand's 125th anniversary
Steiff opens a 2,400 square metre brand world in Giengen for its 125th anniversary, designed by architect Andreas Ramseier.
Gene Kelly breakdances for the new Volkswagen Golf GTI
DDB London's 2005 Golf GTI commercial used a digitally reconstructed Gene Kelly, a Mint Royale remix, and the line The original, updated.
adidas launches the Impossible Is Nothing campaign
In 2004 adidas launched Impossible Is Nothing, a global campaign built on a Muhammad Ali line that became a defining brand slogan.
PlayStation 2 climbs Mountain by Frank Budgen for TBWA London
On 13 November 2003, Sony rolled out Mountain, a 60 second PlayStation 2 film by Frank Budgen for TBWA London, in which a Brazilian crowd built a human pyramid.
i'm lovin' it
Heye & Partner Unterhaching delivered McDonald's first global platform claim, launched simultaneously across 100+ markets in September 2003.
Murakami remixes the Monogram in thirty-three colours
Marc Jacobs's Spring/Summer 2003 collection introduced Takashi Murakami's Multicolore Monogram in thirty-three colours.
adidas and Yohji Yamamoto create Y-3 in 2003
adidas launched Y-3 with Yohji Yamamoto in 2003, merging high fashion and sportswear and helping create the luxury athletic category.
Lamp by Spike Jonze opened the IKEA Unböring platform
A 60 second cinema spot directed by Spike Jonze took the Cannes Film Grand Prix and reframed IKEA in the United States.
Supreme x Nike SB: the alliance that built skate streetwear
In 2002 the Nike SB Dunk Low arrived in a Supreme rework and opened the most consequential partnership in streetwear.
Tiffany turns its blue into a private Pantone shade
In 2001, Tiffany worked with Pantone to formalise its robin's-egg blue as 1837 Blue, a colour formula restricted to the house alone.
PlayStation 2 launches in Europe with The Third Place by David Lynch
On 24 November 2000, Sony launched the PlayStation 2 in Europe with The Third Place, a David Lynch film for TBWA London inside the Fun, Anyone? campaign.
The Louis Vuitton Steiff bear sets the all-time auction record in Monaco
At Les Teddies de l'an 2000 in Monaco, a Steiff bear dressed by Louis Vuitton sold for £130,190 and entered the Guinness World Records.
Lufthansa's 'There's no better way to fly' era
McCann Erickson gave Lufthansa 'There's no better way to fly', its English claim from around 2000 until 2012.
Pink Moon takes the Volkswagen Cabrio under the stars and revives Nick Drake
Arnold's 1999 Cabrio spot Milky Way paired a thirty-second nightscape with Nick Drake and sent the song's parent album back into the charts.
PlayStation hides the games and runs Double Life instead
In September 1999, Sony Computer Entertainment Europe released Double Life, a 60 second TBWA London film that sold PlayStation without showing a single game.
Luxottica buys Ray-Ban and rebuilds the brand
Luxottica acquired Ray-Ban from Bausch & Lomb in 1999 and rebuilt a discounted brand into a luxury cornerstone.
Starbucks Became a Pop-Culture Punchline in “Austin Powers,” Even Featuring Dr. Evil’s Space Needle Café
Starbucks appeared in Austin Powers: The Spy Who Shagged Me as part of Dr. Evil’s Space Needle lair, reflecting how the brand had become a recognizable symbol in mainstream pop culture.
Guinness’ “Surfer” Ad Turned Patience Into a Powerful Brand Myth
Guinness’ 1999 “Surfer” ad used striking visuals and storytelling to reframe waiting as a virtue, turning the brand’s slow pour into a symbol of anticipation and reward.
Apple Repositions Itself With "Think Different"
TBWA\Chiat\Day's "The Crazy Ones" reanchors Apple's identity at the moment of Steve Jobs's return as interim CEO.
Did somebody say McDonald's reframes the brand
DDB Needham gave McDonald's its first truly global tagline in 1997 with Did Somebody Say McDonald's, a hook that ran for three years.
Coca-Cola Turned a Simple Truck Convoy Into the Most Recognisable Christmas Campaign in the World
Coca-Cola launched its “Holidays Are Coming” campaign in 1995, introducing illuminated red trucks that travelled through winter landscapes and became one of the most iconic Christmas advertisements in global marketing.
Microsoft borrows the Rolling Stones to launch Windows 95
Microsoft pays the Rolling Stones an estimated 3 million dollars to soundtrack the most ambitious software launch of the 1990s.
Drivers wanted resets Volkswagen of America for a decade
Drivers wanted, the Arnold platform launched in July 1995, anchored Volkswagen of America's advertising voice for the next ten years.
Manabu Sakamoto draws the PlayStation mark and gives Sony a second house
On 3 December 1994, Sony launched the PlayStation in Japan with a Manabu Sakamoto logomark that would outlast every console it sold.
Microsoft Asked “Where Do You Want to Go Today?” to Humanize Personal Computing
Microsoft launched the “Where do you want to go today?” campaign to present personal computing as accessible and inspirational, using humanistic storytelling to demystify technology.
adidas Predator turns a football boot into a brand
adidas launched the Predator boot in 1994, an invention by Craig Johnston that became a defining football brand for decades.
Supreme opens on Lafayette Street and introduces the box logo
James Jebbia opened Supreme at 274 Lafayette Street in April 1994 and introduced the red box logo built on Barbara Kruger's vocabulary.
IKEA breaks ground with a same-sex couple in Dining Room
IKEA aired the first US television commercial to openly feature a gay couple, in a 30 second spot from Deutsch Inc.
Diet Coke flips advertising's gaze with the 1994 break commercial
Diet Coke flipped advertising's gaze in 1994 with the Diet Coke Break commercial, soundtracked by Etta James and starring Lucky Vanous.
Coca-Cola brings its polar bears to life in 1993 with Northern Lights
In 1993, Coca-Cola brought its polar bears to life with Northern Lights, the CGI commercial that anchored the Always Coca-Cola campaign.
McDonald's Showdown pits Jordan against Bird
McDonald's celebrated the Big Mac's 25th anniversary at Super Bowl XXVII with Jordan and Bird trading impossible shots in The Showdown.
Nike launched Just Do It with an 80-year-old runner on the Golden Gate Bridge
Nike introduced the Just Do It tagline on 1 July 1988 in a Wieden+Kennedy commercial featuring 80-year-old runner Walt Stack.
Sony Walkman built a brand on freedom of movement
Through skaters, joggers, and the surreal Walkmanhead campaign, Sony turned a cassette player into a youth-culture brand.
Lufthansa's 1988 warm-up and the flying canary
A 1988 study found Lufthansa seen as a cool business airline, prompting a warmer, yellower identity that staff nicknamed the flying canary.
Nike Air Max 1 makes the Air visible in 1987
On 26 March 1987 Nike released the Air Max 1, the first sneaker to expose its Air unit, designed by Tinker Hatfield.
Run-DMC and My Adidas rewrite sneaker endorsement
Run-DMC's 1986 song My Adidas and a 1.6 million dollar deal made the group the first non-athletes to earn a sneaker endorsement.
Ralph Lauren opens the Rhinelander Mansion as the Polo flagship
Ralph Lauren transformed the 1898 Gertrude Rhinelander Waldo House into the first designer-led department-store-scale flagship.
Levi’s “Launderette” Ad Transformed a Struggling Brand Into a Cultural Icon
Levi’s “Launderette” ad boosted 501 sales by 800%, turning a declining product into a cultural phenomenon and redefining how fashion advertising connected with identity.
Nike launched the Air Jordan 1 and built a brand around one player
Nike launched the Air Jordan 1 on 1 April 1985, designed by Peter Moore and worn by Michael Jordan, foundation of the Jordan sub-brand.
Bruce Weber defines Polo Ralph Lauren's lifestyle advertising
From the early 1980s, Bruce Weber's narrative campaigns turn Polo Ralph Lauren into the defining example of lifestyle advertising.
Apple’s “1984” Super Bowl ad: the commercial that redefined modern advertising
Apple’s “1984” commercial is widely regarded as one of the most influential advertisements ever created, not only for its impact on the technology industry but for fundamentally changing how brands think about storytelling in media.
How product placement revived the Wayfarer
A 1982 product-placement deal and Tom Cruise in Risky Business pulled the Ray-Ban Wayfarer back from near-extinction.
Ralph Lauren and The Great Gatsby: how a film tailored a brand
Robert Redford as Jay Gatsby in chalkstripe and pink wool: Polo Ralph Lauren stepped onto the American style canon in 1974.
Loewe builds a fragrance line one scent at a time
Since its first perfume in 1972, Loewe has released a new signature fragrance roughly once a decade, building a slow, plain-named line.
adidas introduces the Trefoil for its first apparel
adidas introduced the three-leaf Trefoil in 1971 as it moved beyond footwear, creating a mark that would later define its Originals line.
Coca-Cola Turned “I’d Like to Buy the World a Coke” Into A Global Anthem of Unity
Coca-Cola launched the “Hilltop” campaign in 1971, featuring a multicultural choir singing “I’d Like to Buy the World a Coke,” which became a defining cultural symbol of unity and one of the most famous commercials ever produced.
You deserve a break today
Needham, Harper & Steers wrote McDonald's first emotional platform in 1971, shifting positioning from product to occasion.
Polo Ralph Lauren introduces the Polo Player emblem
In 1971, Ralph Lauren introduces the Polo Player emblem on women's tailored shirts, debuting an icon that anchors the brand worldwide.
adidas Telstar makes the World Cup ball a brand
adidas designed the 1970 Telstar for television and has supplied every World Cup ball since, making it a lasting branding platform.
Loewe's ready-to-wear line goes international
After launching ready-to-wear in 1960, Loewe spent the 1970s expanding into Brussels, Hong Kong, Tokyo, Singapore and beyond.
Ralph Lauren launches Polo with men's neckties
In 1967, Ralph Lauren launches Polo with a line of wide men's neckties from a single drawer in the Empire State Building.
Porsche renamed the 901 to 911 after a Peugeot trademark objection
A 1964 trademark objection from Peugeot forced Porsche to rename the 901 to 911, creating one of the most enduring product names.
Snow Plow carries the DDB Volkswagen voice from print into television
Snow Plow translated the DDB print logic of Think Small and Lemon into a one-minute Volkswagen Beetle commercial that took Cannes Gold.
Lemon turns a rejected Beetle into a print advertising touchstone
Lemon, a single-word DDB headline for a rejected Beetle, became the print companion to Think Small and a Creative Revolution touchstone.
Volkswagen and Doyle Dane Bernbach introduce Think Small for the Beetle
Volkswagen and Doyle Dane Bernbach launched Think Small, the print campaign Ad Age later ranked the best of the 20th century.
Steiff introduces the yellow ear tag and the collector code
Steiff extends its Button in Ear trademark with a colour coded paper tag that turns every animal into a readable position within the brand portfolio.
Porsche launched Christophorus, one of the world's first customer magazines
In 1952, Porsche launched Christophorus, an owned-media title that became one of the longest-running customer magazines in the automotive industry.
adidas buys the three stripes from Karhu in 1952
adidas acquired the rights to its three stripes from Finland's Karhu in 1952, a modest deal that secured its defining visual mark.
Ferrari's colours, Rosso Corsa and Giallo Modena
Ferrari's identity rests on two colours, the national racing red Rosso Corsa and the Modena yellow of its shield.
Ray-Ban and the birth of the Aviator
Ray-Ban introduced the Aviator in 1937, a Bausch & Lomb design that turned anti-glare lenses into a brand.
Ferrari and the origins of the prancing horse
Ferrari adopted the prancing horse in 1932, a black stallion traced to WWI flying ace Francesco Baracca.
The Coca-Cola Santa illustrations helped define the modern global image of Santa Claus.
In 1931, Coca-Cola commissioned illustrator Haddon Sundblom to create Santa Claus imagery for its holiday advertising, shaping the warm, familiar version of Santa still widely recognised today.
Steiff and Walt Disney introduce the licensed Mickey Mouse
Walt Disney selects Steiff to produce the first commercially licensed Mickey Mouse plush, opening one of the longest running co-branding partnerships in toy history.
Burberry registers the Check as a trademark
In 1924, Burberry registered its camel, black, white and red check as a trademark, originally hidden inside the trench coat lining.
Burberry adopts the Equestrian Knight Design
In 1901, a public design competition delivers the charging knight and the Latin word Prorsum, which Burberry trademarks in 1909.
The monogram canvas
Georges Vuitton designed the LV Monogram in 1896 as an anti-counterfeiting move that became fashion's most copied pattern.
Thomas Burberry invents gabardine
In 1879, Thomas Burberry invents gabardine, a tightly woven, breathable and weatherproof fabric that anchors the house for over a century.
Hi, I'm Paul. As CEO of the design agency echd, I advise companies on brand positioning by day. Brandvelle is where that same fascination continues after hours.
Staple items: Why every category has its brand-defining product
Many makers, one mental prototype: why Burberry owns trench coats and Levi's owns jeans in the public mind.
Deblandification: How Lacoste and Burberry signal the end of the minimalist consensus
After a decade of geometric sans rebrands, Lacoste 2026 and Burberry 2023 mark the return of distinctive identity as the strategic priority.