BBDO's internal mantra - 'The Work. The Work. The Work.' - isn't a slogan; it's a philosophy. The New York-founded agency has spent over a century insisting that the quality of the creative product is the only thing that matters, and its output reflects that belief. From Pepsi and GE to FedEx and Guinness, BBDO has consistently produced campaigns that combine commercial effectiveness with genuine craft.
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“Broken Souls” The Invisible Wounds of the First World War.
- The Museum of the Great War - Pays de Meaux · BBDO Paris · 2018
Thousands of soldiers came out of 1914 to 1918 with psychological injuries nobody had a name for, and were called cowards, committed, or subjected to brutal treatment. A century on those wounds are recognised as post-traumatic stress disorder. The museum and BBDO Paris use that gap between the suffe
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Unseen Acts
- United Way · BBDO Puerto Rico
Puerto Rico has more than half a million caregivers whose work is constant and almost entirely unrecognised. The campaign borrows the visual language of Japanese Kuroko theatre, where stage assistants dress in black and are treated by the audience as invisible, and stages real caregiving situations
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Look on the Lighter Side
- Maltesers · AMV BBDO · 2022
Maltesers' Look on the Lighter Side put disabled leads in mainstream comedy rather than in a charity appeal. The work came out of Channel 4's Superhumans Wanted competition, which Mars and AMV BBDO won for a million pounds of airtime, and the deliberate move was to let disabled actors tell jokes abo
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Parent Rescue
- AT&T · BBDO · 2016
"Parent Rescue" for AT&T: paramedics tending an unruffled elderly couple outside their home plays a warm, comic beat about staying connected to and looking out for ageing parents.
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Experience More
- T-Mobile · BBDO Zagreb · 2017
T-Mobile "Experience More". T-Mobile frames doing and experiencing more with its network.
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Elysee Blanc
- O Boticario · AlmapBBDO · 2019
O Boticario "Elysee Blanc". A perfumer at work among glassware frames the craft and artistry behind the fragrance.
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First Steps
- BT Mobile · AMV BBDO · 2018
BT Mobile "First Steps". A child transfixed by a window of city lights turns connection into a moment of wonder, the network standing quietly beside life's small firsts. BT frames technology as part of everyday discovery.
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Happily
- Illy · DLV BBDO · 2018
Illy "Happily". An elegant black-and-white backstage moment ties the coffee brand to art, music and refined pleasure. Illy sells itself as a companion to culture.
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Big Bon Ramen
- Mareven · BBDO · 2023
Mareven "Big Bon Ramen". A flamboyant character in a neon shop sells the instant ramen with bold, tongue-in-cheek style.
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Together Again
- Extra · Energy BBDO · 2021
Made for the first holiday season when families were back in the same room after being apart, Together Again sits inside Energy BBDO's Chew It Before You Do It platform. The premise is that a second of chewing is the gap between a bad reaction and a survivable one, so the film runs through the speci
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Student Offer
- Google · Impact BBDO · 2024
Students know the pain of hitting a prompt limit mid-flow - so Gemini's student offer gives a year of unlimited prompts and Google's top tools free, dramatised across MENA as the moment limits break an idea and Gemini keeps going. The insight: for students the product truth is momentum; sell the uni
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Radiator Water
- Mobil · Impact BBDO · 2015
Egyptians pour any water into their engines - so Mobil dramatised the hilarious cascade of disasters that follows, to sell proper radiator water. The insight: the product's competitor is not another brand but a national habit; comedy about the habit beats a chemistry lesson every time.
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Original Knows Original
- Starbucks · Impact BBDO · 2023
Originals recognise each other instantly: Starbucks captured the effortless confidence of people who stand out without trying, and linked it to the coffee that started it all. The insight: in a market of imitators, the original doesn't argue its case - it just nods at the other originals in the room
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Sail Your Way
- P&O Ferries · Impact BBDO · 2024
To launch P&O Ferries in the Dutch and European markets, the campaign made ferry travel cool again for a younger audience that saw it as outdated - the ferry reframed as freedom rather than throwback. The insight: the category's age is its asset once you sell the crossing as the holiday's first act.
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PromptZero
- EPIC · Impact BBDO · 2023
AI feels weightless, but every word it writes burns energy. EPIC and Impact BBDO built PromptZero - the world's first prompt engineered to cut AI's carbon footprint. The insight: the sustainability fight has moved inside the text box; making the prompt itself the intervention turns every user into t
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Works Like Magic
- Floward · Impact BBDO · 2025
A mafia hit job, played for laughs, resolved by flower delivery - Floward as the fixer whose bouquets settle what threats cannot. The insight: flowers are the oldest apology tech there is; casting them in cinema's most unforgiving genre proves they work on anyone.
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Speedy Disclaimer Hijack
- Sting · Impact BBDO · 2015
Every energy drink claims energy; Sting demonstrated it - by taking over the sped-up legal disclaimers at the end of other brands' TV commercials. The insight: the fastest-talking media slot on television already existed, unclaimed; hijacking it made the product demo out of broadcasting's own fine p
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RAK Summer. Unscripted.
- Ras Al Khaimah Tourism · Impact BBDO · 2025
What if the creative team was too busy enjoying Ras Al Khaimah to make the ad? That's the campaign: the destination so good the work never gets scripted. The insight: tourism advertising's polish is its tell; an 'unmade' campaign performs the holiday feeling better than any drone shot.
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Travel Without the Travel
- P&O Ferries · Impact BBDO · 2020
Relaunching P&O Ferries in the UK by reminding travellers of everything trains and cars take away: space, freedom, the joy of the journey itself. The insight: competitors sell speed; the ferry sells the disappearance of travel's misery - the crossing as the part of the trip you don't have to endure.
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Soccer
- Lay's · Impact BBDO · 2022
Before the Qatar World Cup, Lay's took over sponsorship of the Saudi national team and launched an epic film around its stars - and the team went on to its famous giant-killing. The insight: sponsorship timed to a nation's sporting moment buys a place in the story fans will retell forever.
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The New President
- AnNahar · Impact BBDO · 2022
Lebanon's parliament had gone two years without electing a president - so AnNahar built one. An AI head of state trained on 90+ years and 30,000 editions of the newspaper's unbiased journalism, and the first AI president in the world to be used actively in a government cabinet session. The insight:
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Black Friday Escape
- Etihad Airways · Impact BBDO · 2023
On Black Friday, an airline told people to escape the maddening over-consumption of the year's biggest shopping week - experiences over things, a flight instead of a haul. It broke the airline's booking records and delivered its most profitable year. The insight: counter-programme the sale; when eve
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Chipsawich
- Lay's (Chipsy) · Impact BBDO · 2024
Chipsy took ownership of an Egyptian street classic - chips stuffed into bread - and formalised it as the Chipsawich. The insight: the audience had already invented the product ritual; the brand just named it, claimed it, and turned a habit the culture was doing anyway into proprietary menu language
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Al Ula Echo
- Royal Commission for AlUla · Impact BBDO · 2023
For Saudi National Day, the national anthem was performed in its most epic rendition: as an echo, ricocheting off the monumental rock landscape of Al Ula. The insight: let the country itself sing - the geology as choir, the anthem returned by the land it praises.
BBDO is one of the most awarded agencies in Cannes Lions history, and its work is worth studying not just for the executions but for the strategic thinking underneath them. The agency excels at finding the emotional truth inside a functional brief - turning a delivery company into a story about reliability, or a soft drink into a symbol of generational identity. That gap between the brief you receive and the campaign you make is where BBDO has always lived.