TOBLERONE Tantrum Girl. SOCIAL/EARNED

GLOBAL. 75 million views in a few days. Zero media spend. One fake meltdown.

A girl throws a grade-A tantrum in a London airport because her mom came back from a trip without Toblerone. The internet did the rest.

No brief says "stage a tantrum." The brief said: remind travelers that Toblerone is the airport ritual. We just let the reminder behave like content people actually share: messy, human, arguable. Half of TikTok debated it. That debate was the media plan.

*Bronze Lion/Gold, Silver, and Bronze Lia/ Bronze Clio.

TOBLERONE Chocolate Like Nobody’s Watching. SOCIAL/TVC

GLOBAL The chocolate category often portrays “enjoyment” in the same demure, delicate way. But Toblerone is a multi-layered experience designed to bring out our animalistic, unfiltered cravings, those that make us go all in. It’s time to enjoy chocolate like nobody’s watching.

*Ad of the day at FAMOUSCAMPAIGNS May 2025, Ad of the week at Campaignbrief May 2025/Silver Drum

LEGO Brick the Rules. SOCIAL

MIDDLE EAST/SOUTH AFRICA. Pitch win In the Gulf, "break the rules" is not something a brand says lightly. So that's exactly what we built the platform on.

Dubai asked for help winning the LEGO Cars pitch for MENA and South Africa. I'd never owned a LEGO as a kid, so I bought a pile, played all night, and wrote the deck by morning: Brick the Rules, a celebration of building things the instructions never intended.

The riskiest line in the region won the pitch.

*Named top 3 Best Films Campaign Middle East

WITH: SOCIAL

HONG KONG/ SWITZERLAND. WITH: is a book. The kind of book you can buy in fancy bookshops. It not only looks great on top of your coffee table but also features artwork from the creators enrolled in the Connecting Spaces project, launched by the University of Arts in Zurich in collaboration with the School of Arts of Hong Kong, which matches artists from different worlds to create together.

We had to create buzz around the book. We thought of doing something, with something.

*Lürzer's Archive Cover Page

*Wood Pencil at DA&D

It’s McDonald's Day, finally. SOCIAL/TV

INDONESIA. Pitch win. 3 million organic views in 48 hours. No paid media

In Indonesia, taking the kids out is the mother's duty. It always has been.

For McDonald's 30th anniversary, we found the fathers who, 30 years ago, had asked their own dads to take them, and never got to go. Men now raising children of their own, ready to do it differently.

The film didn't sell burgers. It gave a generation of Indonesian fathers permission to show up. Indonesia pressed share.

Internet Cleanup. EARNED MEDIA/PR

GLOBAL. P&G pulled $200m of its own advertising off the internet. Sales rose 10%.

The brief asked for a billion-dollar idea. We found a paradox instead: the world's largest cleaning company was making the internet dirtier every day, banner by banner, pre-roll by pre-roll.

So we briefed them to clean it up. All of it. For two months, P&G went dark online and let the absence do the talking.

Reach and sales up 10% worldwide. $200m saved. Six months shy of the billion.

Soccer King. STUNT/EARNED MEDIA

*Bronze at One Show
*Bronze Clio
*Gold at El Sol Festival
*Idea of the week on AdAge

SPAIN. We bought the only ad space in football nobody had ever sold: the inside of the shirt

Partnering with Getafe CF, a top Spanish league team, BK® was able to turn player celebrations into a unique branding opportunity. Now every time a Getafe player scores, the typical “pulling-shirt-over-head” move ends up being a surprise visit from the Burger King himself. This inside-the-shirt media placement turned out to be one of the most talked-about efforts of the year and made the King even more of a fan favorite.

Texican Burger. TV

USA/SPAIN. Banned within days. Sold out within a week.

Somehow, one plus one equals two and a horse. And some riots too. This one came smoothly but not without some noise. The Mexican ambassador filed a formal complaint. The press piled on. The spot was pulled from air.

Too late: the entire country had already seen it, argued about it, and eaten it. The Texican sold out in seven days, proof that the conversation sells faster than the media plan.

The Budweiser EDM Blaster ACTIVATION/SOCIAL/EARNED

Budweiser Storm Festival in Shanghai grew from 20,000 to 180,000 attendees. The campaign was a music video, and a sonic weapon.

CHINA. In China, people don't dance in public. Culture and authorities both frown on it. Budweiser owns EDM there, so we built a device that carries the party anywhere: a directional-sound blaster that fires music at a single person. Silent to everyone around them. Impossible to ignore if you're the target.

EDM Patrols hit subways, malls and street corners. Tiësto put the Blaster in his show, and the music video sparked a national conversation about young Chinese and self-expression.

20,000 to 180,000. That's what a conversation is worth.

Welcome to the Independent Republic of your Home. TV/OOH/EARNED

SPAIN. 62% growth in advertising awareness. Category leadership in preference. And a million homes turned into media.

We launched this IKEA brand Platform with no actors and no sets: 24 real families filmed themselves at home, and we added a manifesto. The country responded, from street parades to the Chamber of Ministers.

Then we made the platform physical. A doormat reading "Welcome to the Independent Republic of My House," for sale in stores. Over 1.000.000 sold. One in every 48 households in Spain became an IKEA ad, right at the doorstep.

*Bronze Lion (TV&FILM) /*Gold at El Sol Festival (TV&FILM) /Silver Lion (OOH)/ Silver CDEC Award (OOH)/ Silver at El Sol Festival (OOH)/ EFFIES Grand PRIX.