Coordown Swears Off the R-Word
Timed for World Down Syndrome Day (21 March), CoorDown’s “Just Evolve” campaign reframes the “R-word” as outdated, not harmless. Using dark humour and absurd historical comparisons, the film makes one point land: society has moved on - our language should too. Putting a young person with Down syndrome front and centre makes the impact feel immediate and impossible to brush off.
The aim is simple but powerful: shift the focus from intent to impact and drive real behaviour change. It’s not just awareness - it’s a call to stop using the word altogether, positioning inclusive language as a shared responsibility. A strong reminder that one clear insight, delivered with confidence and cultural timing, can cut through.
Read the article
Heineken Pours Purpose Into the Local
Heineken is swapping ads for storytelling with The Pub That Refused To Die, a short documentary about an Irish village that bands together to save its last local. When closure looms, 26 locals step in - backed by Heineken - to buy, refurbish, and reopen the pub, turning it into a symbol of community spirit rather than just somewhere to grab a pint.
Premiering at Dublin International Film Festival, Heineken is taking the story on the road, hosting Q&As and building a resource hub to help other communities save their pubs. It’s a clear shift from selling beer to actively backing what it stands for: keeping the local alive.
Plenitude Spotlights the Dark in New Storybook
Plenitude and TBWA\Italia tackle kids’ fear of the dark with Goodnight Light - a children’s book that only appears when the lights go off. Using glow-in-the-dark ink, the story quite literally rewards darkness, turning a moment of fear into something engaging and magical.
The message is simple: switching off the lights doesn’t have to feel like a loss. By linking storytelling to behaviour, the campaign nudges kids (and parents) toward saving energy - making sustainability feel playful rather than instructed.
Airalo Powers Your Signal (and Your Mistakes) on St Patrick’s Day
Airalo - an eSIM provider that gives travellers instant mobile data abroad - leans into St Patrick’s Day chaos with Internet Responsibly. Taking over pubs across Dublin, the brand places cheeky warnings on beer mats, posters and signage, catching people mid-pint with reminders not to drunk text, overshare, or post something they’ll regret. It’s a perfectly timed ambush, using the pub itself as the media channel.
Instead of leading with the product, Airalo flips the narrative to focus on behaviour. Just because you can stay online anywhere doesn’t mean you should post anything. By tapping into those all-too-familiar moments of “holiday regret,” the campaign makes its product feel not just useful, but relatable.
The Ad Truly Fit for a King…
Four Seasons Condoms taps into royal hype with The King is Coming - a cheeky OOH-led campaign timed to King Frederik X’s visit to Australia. Rolling out nationally across billboards and supported by a tongue-in-cheek 90s-style film, the work leans into double meaning - turning a royal arrival into a playful nod to its King Size range.
It’s a simple, well-timed idea: hijack a cultural moment and dial up the innuendo. By wrapping that message in humour and innuendo, Four Seasons makes condom choice feel less awkward and more… regal.
Burger King Has a Whopper of an Apology
Burger King kicks off its comeback with a bold move at the Oscars, owning its recent criticism loudly and publicly. Fronted by its US president Tom Curtis, the ad lists everything the brand’s been getting wrong - “old restaurants, slow service, simple mistakes” - while showing real customer complaints on screen. Then comes the kicker: his actual phone number flashes up on screen - an open invite for customers to text, call, and say exactly what they think.
It’s a comeback built on listening. By putting leadership on the line (literally) and turning complaints into the creative, Burger King makes accountability the headline - and hands customers a real role in shaping what comes next.
Uber Delivers the Ultimate IrishXit
Uber’s IrishXit campaign leans into a very relatable St Patrick’s Day behaviour: leaving without saying goodbye. Fronted by Irish reality star Maura Higgins, the ad plays out on a film set, before Maura casually disappears mid-shoot. As the crew scrambles asking “Where’s Maura?”, she’s already home, mid-bubble bath, having quietly booked an Uber and made her exit.
The idea is simple and perfectly timed: turn the “Irish exit” into a branded behaviour - Uber IrishXit - a pun on UberX that makes slipping away feel easy, funny, and culturally endorsed, perfectly time for St Patrick’s Day.. Supported by OOH and social, it positions Uber as the seamless way to leave the party when you’ve had enough - no goodbyes required.
Warburtons Asks Commuters to Mind the Bap
Warburtons quite literally takes over London with a playful twist on place - renaming Baker Street to “Bakers Street” as part of its 150-year celebrations. The campaign spans OOH, station takeovers and the Tube itself, where Morgan Freeman’s voice comes through the tannoy, swapping “mind the gap” for “mind the bap” and telling commuters to “stand behind the buttery yellow line.”
By inserting itself into one of the most recognisable parts of daily life - the commute - Warburtons feels instantly present, relevant, and culturally in tune. Layer in the crumpet focus, the perfect name fit, and a dose of humour, and it reinforces the brand as both iconic and playfully self-aware - without trying too hard.
Let’s keep in touch.
↓ Follow us on Linkedin and Instagram
