Interactive advertising at its best doesn't just deliver a message - it creates an experience. Old Spice's real-time video responses turned a campaign into a conversation. The Ice Bucket Challenge made participation the point. Burger King's Whopper Detour made going to a competitor's restaurant the mechanism. These campaigns understand that in a world where attention is scarce, involvement is the most powerful form of engagement - and that the best briefs sometimes have 'make the audience do something' buried inside them.
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Peg Book
- Owl and Dog Playbooks · 2024
Cover for an Owl and Dog interactive Peg Book. The pegs and modular shapes invite children to build and alter the pages as they read - a book that doubles as a toy.
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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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Hungerflix
- HungerStation · VML Dubai · 2020
Movie nights spark delivery cravings - so HungerStation let the movies set the menu. HungerFlix serves exactly what's on screen: the dish in the film, orderable to your sofa, in a kingdom where 24 million people stream. The insight: the appetite already exists at scale and has a timestamp; the platf
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The Social Feed
- HungerStation · VML Dubai · 2023
Saudis see 135 food posts a day yet order the same pizza, burger, shawarma - so HungerStation turned social media into the world's largest menu. DM any food post to its AI chatbot and it identifies the dish and finds the nearest restaurant serving it. The insight: the craving gap is an interface pro
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Your coins make the message
- WWF · DDB Brazil · 2015
DDB Brazil turned the donation itself into the artwork for WWF. The insight: an ask lands harder when the giver completes it, so a magnetic poster is left deliberately unfinished and each coin a passer-by sticks on becomes part of the image, so the act of donating literally builds the picture of the
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Balloons
- evolve · McCann New York · 2015
Evolve's gun-safety campaign works through a child's eyes. The insight: to a curious kid, a gun found around the house is just another fascinating object, as tempting as a balloon, so if they find it, they'll play with it makes the case for always locking guns away, putting the danger in terms of a
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Foosball Pizza Box
- pizza hut · 2020
Pizza Hut Hong Kong's Foosball Pizza Box, part of the "12th Player Club": with fans isolating at home for the new football season, the pizza box lid becomes a fully playable foosball table. The insight: match-night pizza was already the ritual; the brand upgraded its own packaging into the entertain
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IKEA Find (X)
- IKEA · Ogilvy Cairo · 2022
To boost back-to-school sales, IKEA Egypt set out to position its furniture as the ultimate solution for creating productive home study environments. The campaign taps into the cultural tension of back-to-school anxiety, where complex homework equations symbolize the overwhelming stress faced by bot
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A Tiffany & Co Valentine’s Day
- Tiffany & Co · 2024
Tiffany & Co "A Tiffany & Co Valentine's Day". A Tiffany spot framing its jewellery as Valentine's romance.
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Unconscious Bias Captcha
- LinkedIn · LinkedIn In-house · 2018
This campaign tackles the professional problem of unconscious bias, a key issue for a platform like LinkedIn. The core insight is that these biases are often invisible to the people who hold them. The creative idea subverts the familiar "CAPTCHA" web tool, turning it from a test of humanity into a t
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Courtside
- Michelob ULTRA · 2020
When COVID-19 forced the NBA to play in a fan-less "bubble," it created an experience problem for the league and its sponsors. Michelob Ultra’s "Courtside" idea was built on the insight that the crowd is an irreplaceable part of the game's energy for players and viewers. The execution used Microsoft
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Treecording
- Coca-Cola · AKQA Italy · 2023
Scan the bottle and your voice is turned, in real time, into a unique 3D Christmas tree in augmented reality - the shape of the tree generated from the waveform of what you said - and sent as a message. The insight is that the Christmas message people want to send is not text, it is a voice, and a v
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The Missing Faces
- Missing Children Argentina · BBDO Argentina · 2019
To keep the search for long-term missing children alive, this campaign addressed the insight that their original photos are outdated and easily ignored. The creative idea was to use AI to create age-progressed portraits of the children and, tapping into a national debate about new currency design, p
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Nature-like Discounts
- Hösėg
Hoseg, an outdoor-apparel brand whose platform is 'nature is the new face of the brand,' built discounts around pareidolia - the faces people instinctively see in mountains, rocks and lagoons. A shopper picks one of these natural faces, takes a selfie, and the discount scales to how closely their fe
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Yes, I Do
- Domino’s Greece · The Newtons Laboratory · 2026
This campaign addresses the challenge of embedding a global fast-food brand into the romantic, iconic culture of Santorini. The strategy is built on a simple observation: while Santorini is world-famous for marriage proposals, another 'guaranteed' sight is people eating Domino's. The creative idea h
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Build Your Own Super Bowl Commercial
- Uber Eats · internal creative team · 2026
Uber Eats shot far more Super Bowl footage than it aired - 36-plus hours of unused scenes and dozens of celebrity cameos - then opened the offcuts inside its own app, letting users assemble their own version of the commercial from the parts, yielding over a thousand possible cuts. The insight is tha
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Lucky Fan Index
- Wisła Kraków Football Club · Rio Creativo · 2026
Two hundred match metrics were correlated against the attendance records of 250,000 supporters to calculate, per fan, how lucky they personally are for the club - and fans with a poor index were offered ways to improve it, starting with buying a scarf. The insight is that every football fan already
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Angry Birds
- Google Chrome · 2011
To solve the strategic problem of demonstrating its technical superiority over competitors, Google Chrome tapped into the cultural phenomenon of native mobile gaming. The core insight was that people saw rich, fluid games like Angry Birds as an experience only possible on a phone, not in a web brows
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An Awesome World
- Google Chrome · google creative lab · 2012
The creative idea is to position the browser not as the hero, but as the invisible window to the incredible content of the web. It builds on the insight that people don't love their browser, they love what they do and find online. To drive adoption, the strategy was to associate Chrome with the feel
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Draw Ketchup
- Heinz · rethink · 2021
Heinz asked people around the world to draw ketchup, and almost everyone drew a Heinz bottle - the label, the neck, the shape - without being asked to. Those drawings became the ads. The insight is that the brand had become the generic mental image of the product itself, the strongest position in ma
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Google Home of the Whopper
- Burger King · DAVID Miami · 2017
The core idea was to 'hack' Google Home devices, turning them into a medium for Burger King. This tapped into the cultural novelty of 'always on' voice assistants in homes, and the un-tested territory they represented for advertisers. The strategic problem was to generate huge earned media from a sm
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Meet Graham
- Transport Accident Commission · Clemenger BBDO Melbourne · 2016
Road-safety authorities commissioned a sculpture of a human body redesigned to actually survive a car crash - a thickened skull, no neck, an airbag-like ribcage, knees that bend in every direction - and named him Graham. The insight is that cars have evolved for a century while the human body has no
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Galleried
- Samsung · Adam & Eve/DDB · 2015
Samsung set out to challenge Apple's dominance in smartphone photography by proving the superior camera quality of the Galaxy S6. The strategy taps into the cultural truth that our phone galleries are filled with unpolished, embarrassing, yet highly authentic candid photos of our partners rather tha
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The first unskippable preroll you will actually like
- Jeep · Leo Burnett Russia · 2015
A pre-roll ad that opens by conceding you are about to skip it, then earns the next five seconds, and the next, by being about the fact that you can leave whenever you like. The insight is that pre-roll is the only format the audience is armed to reject in real time, so the skip button is the brief
The interactive campaigns that have endured are the ones where participation served the idea rather than the other way around. Interactivity as a gimmick wears off quickly. Interactivity as the most efficient expression of a concept - that's what creates the campaigns in this collection. The question worth asking is always: does this idea need to be interactive, or is interactivity just an add-on?