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The 2023 Women's FIFA World Cup was set to be a global celebration of women's football - except in Brazil, where enthusiasm was running ice cold.

Despite the country's famous football fever, just 25% of Brazilians said they planned to watch the games, according to the Ibope Audience Institute. And in a true reflection of that lack of interest, no open TV channel in Brazil bothered to buy the broadcast rights for the full tournament.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-7-eleven-hijacked-the-nfl-spotlight-without-paying-a-dime-69725.htm">Global Ads Spotlight: Here's how 7-Eleven hijacked the NFL spotlight without paying a dime</a>

Enter iFood - Brazil's popular food delivery app, revered by 50 million users across the country. While TV networks were ignoring the Women's World Cup, iFood saw an opportunity to deliver the beautiful game straight to the people - along with their pizzas and pastéis.

<strong>The Big Idea</strong>

The strategy was simple: since Brazilians couldn't easily watch the matches, iFood would become their unlikely go-to sports broadcaster. The app already had 38 minutes of user engagement per week, and with rights to stream all 64 matches, iFood turned casual snack time into game time.

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Come for the food, stay for the game. Come for the game, stay for the food. It was a mutually reinforcing loop that worked seamlessly.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-tide-turned-internet-messes-into-marketing-gold-69533.htm">Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold</a>

iFood also partnered with Casimiro, the world's biggest YouTube sports streamer, whose entertaining live commentary was streamed inside the app for free. The result? The iFood app became an all-in-one second screen-experience - no more flipping channels or hunting for sketchy streams.

The campaign didn't rely on traditional ads. It used the app itself as the media platform, giving all users instant access to every match. The seamless user experience - one tap for burgers and goals - blurred the line between commerce and content in a way few brands have managed to pull off.

And the numbers? Mouth-watering.

- 21 million people watched matches inside the iFood app.

- Orders spiked by 23% compared to the same period the previous year.

- The campaign generated 4.5 million in earned media. 

- It also boosted positive brand sentiment to 86%, reinforcing iFood's crown as Brazil's most loved brand.

<strong>Why it Worked?</strong>

While many brands talk about purpose, iFood actually delivered on it - literally. By stepping in where TV broadcasters failed, the brand championed women's sport, gave fans an easy way to support the Brazilian team, and made sure nobody had to choose between dinner and the game.

And strategically, it was a masterclass in turning passive engagement into active transactions. Fans who came for football were tempted to stay for food - and vice versa. The result was not just goodwill, but serious sales.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-doordash-turned-super-bowl-ads-into-a-giveaway-frenzy-find-out-how-61559.htm">Global Ads Spotlight: DoorDash turned Super Bowl ads into a giveaway frenzy. Find out how!</a>

Global Ads Spotlight: How iFood served up football - and a 23% sales boost

The NFL isn't just a sports league. It's a cultural juggernaut. With an average of 18 million people tuning in per game, the playing field is as much about eyeballs and brand integrations as it is about touchdowns. 

Big brands pay millions for the privilege of being seen on the field. But this past season, convenience chain 7-Eleven proved you don't need an official sponsorship to own the moment - you just need to be opportunistic.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-tide-turned-internet-messes-into-marketing-gold-69533.htm">Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold</a>

The unlikely star of this marketing masterstroke? Cincinnati Bengals wide receiver Ja'Marr Chase. Coming off a frustrating game when he felt ignored despite being wide open, Chase vented to reporters post game, "I'm open. I'm always f***ing open."

In the days that followed, he doubled down - joking in interviews and on social media that his style of play was like 7-Eleven: always open.

Here's the kicker: this wasn't some cooked-up influencer deal. Chase wasn't paid. He wasn't prompted. The brand wasn't even in on it - at first.

Sensing gold, the teams at 7-Eleven and Dentsu Creative pounced. Within 48 hours, they'd built an entire merch line around Ja'Marr's off-the-cuff comparison. The "Always Open" collection featured hoodies, tees, and a flashy gold chain with the iconic 7-Eleven logo. The campaign home base? A hastily launched microsite: IsJamarrOpen.com.

<img src="https://images.storyboard18.com/storyboard18/2025/06/jamarr-chase-2025-06-3a6c5ee32164bd5b49a2ab56887bf8b0-1024x576.jpg" alt="" width="750" height="422" class="alignnone size-large wp-image-69729" />

Ahead of his next game, Chase walked into the stadium - the NFL's equivalent of a runway for pre-game fits - sporting 7-Eleven's "Always Open" gear and chain. And the pièce de résistance? He wore the chain on the field itself. Every catch, every replay, every highlight flashed that unmistakable 7-Eleven logo. No brand deal with the NFL. No official rights bought. Just pure, earned media brilliance.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-check-how-doritos-made-noise-by-killing-the-crunch-65739.htm">Global Ads Spotlight: Check how Doritos made noise by killing the 'crunch'</a>

For game day, 7-Eleven doubled down with a coordinated takeover across its own stores and social channels, rebranding locations in Chase’s honor. It was a flex that resonated well beyond the retail world.

<strong>The results?</strong>

- Over 500 million impressions

- Entire merch line sold out in 48 hours

- $166,167 in merch sales during the first week alone

- Millions in free media value and cultural buzz

- Two shiny Clio Awards (Gold in Real Time Response and Bronze for Use of Talent & Influencers)

In a sports marketing landscape dominated by bloated sponsorship deals and official partnerships, 7-Eleven’s agile, irreverent play was a refreshing reminder of how powerful brand listening and a fast-moving creative team can be.

And as the NFL season carried on, one phrase kept echoing across fan feeds and sports talk: 7-Eleven. Always Open.

Not bad for a convenience store that didn’t even have a seat at the NFL table, until it made one for itself.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-when-marina-prieto-revived-the-future-of-spains-subway-advertising-68272.htm">Global Ads Spotlight: When Marina Prieto revived the future of Spain’s subway advertising</a>

Global Ads Spotlight: Here's how 7-Eleven hijacked the NFL spotlight without paying a dime

Laundry detergent is not exactly what you expect to see dominating your social feed - unless it's Tide. 

The American brand managed to turn a basic household chore into a full-blown cultural moment with its "Gonna Need More Tide" campaign, cleverly using internet behaviour to drive a surge in sales and change consumer perception.

And they did it the smart way: by weaponizing our obsession with viral masses.

<strong>Premise</strong>

The insight was simple but potent: washing machines have ballooned in size over the past decade, growing 20% larger. That meant bigger loads and more stubborn stains.

Yet consumers were blissfully unaware that their standard detergent simply couldn't keep up. Even worse, they were reluctant to pay more for a "solution" they didn't think they needed. Classic marketing conundrum.

Enter Power PODS - Tide's souped-up detergent packs, boasting 85% more cleaning power. The only question was: how do you convince people they're not cleaning well enough when they think they are?

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-apples-fuzzy-feelings-melted-the-internet-and-won-awards-doing-it-68443.htm">Global Ads Spotlight: Apple's 'Fuzzy Feelings' melted the internet - and won awards doing it</a>

<strong>Enter the viral clean-up crew</strong>

The team at Tide and Saatchi & Saatchi spotted gold where many brands hesitate to tread: user-generated content. They noticed the internet is overflowing with videos of life's messiest moments - wine spills, food fights, muddy pets, toddlers gone rogue. 

Instead of staging artificial ads, they leaned into the raw reality of these viral clips.

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To glue it all together, they recruited actor and internet favourite Kumail Nanjiani, whose dry humour and relatable presence made him the perfect face of the campaign.

Tide seamlessly inserted Nanjiani into the chaotic footage, where he cheekily pointed out the need for stronger cleaning power. The tagline? "Gonna Need More Tide."

The campaign wasn't a one-and-one video push. Tide actively engaged with TikTok users, hopping into comment sections and feeding the conversation.

Soon enough, "Gonna Need More Tide" became part of the internet's lexicon - not just a slogan, but an inside joke for every coffee spill and sauce-stained shirt.

And it worked. The campaign chalked up 10.3 billion impressions, 145% sales increase for Power PODS, with it becoming the #1 selling form of detergent.

<strong>Awards and Recognition</strong>

Industry recognition followed quickly. The campaign cleaned up at Cannes Lions with multiple Golds, Silvers, and Bronze awards in Social and Film categories. It also earned top honours at D&AD, The One Show, and Effies. 

What Tide's campaign reminded us is that people don't want to be told they have a problem - they want to see it (preferably with a kick of humour).

By making consumers laugh at their own messes and showing them an effective solution, Tide transformed Power PODS from a premium product into an everyday essential.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-how-uber-eats-turned-boring-promo-codes-into-a-halloween-horror-hit-69270.htm">Global Ads Spotlight: How Uber Eats turned boring promo codes into a Halloween horror hit</a>

Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold

When it comes to Halloween, Americans love two things: candy and scares. Uber Eats figured out how to deliver both - and a business boost - with one wickedly smart campaign.

For years, Uber Eats was known mostly as a restaurant delivery service. Its Grocery & Retail vertical? Barely on the radar. But Halloween presented the perfect opportunity.
Americans spend over $3 billion on candy each year - a sugar rush that Uber Eats wanted to tap.

Yet they faced a crowded field. Everyone was screaming for attention, from big-box stores to corner shops, armed with bland promo codes like SPOOKY10 and TRICKORTREAT. Uber Eats knew they'd need a sharper hook.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-apples-fuzzy-feelings-melted-the-internet-and-won-awards-doing-it-68443.htm">Global Ads Spotlight: Apple's 'Fuzzy Feelings' melted the internet - and won awards doing it</a>

<strong>The insight that slayed</strong>

Rather than treat Halloween like just another commerce event, Uber Eats leaned into the spirit of horror itself. The insight was simple: horror fans care about the details. They don't just want "spooky" - they want authentic scares. A half-baked brand experience would break the illusion.

So, instead of cranking out generic discounts, Uber Eats went deep into fandom territory. The team partnered with Hollywood studios to license iconic horror IP. They turned famous quotes - think "I see dead people" and "Do you want to play a game?" - into eerie promo codes.

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But here's the killer twist: the codes weren't handed out easily. Each day leading up to Halloween, Uber Eats released these quotes with most of the letters missing. Fans had to piece them together, like detectives in a horror movie. Only once cracked could the code unlock a hefty 60% candy discount.

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<strong>Execution that chilled - and thrilled</strong>

The Horror Codes campaign ran everywhere horror fans were lurking:

- Motion posters, transit displays, and LED billboards teased incomplete codes.

- Paid and organic social stoked engagement.

- Online horror communities buzzed with puzzle-solving chatter.

- Even Uber drivers' in-car tablets featured clues for riders to solve.

The campaign cleverly blurred the line between entertainment and marketing. Fans weren't just passive viewers - they became active players. They scoured clues, debated solutions online, and proudly shared their success.

Uber Eats encouraged this fandom frenzy, engaging with users across X, TikTok, and Instagram. By Halloween night, the Horror Codes had become a full-blown social event.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-how-heinz-scored-big-with-swift-sauce-moment-66781.htm">Global Ads Spotlight: How Heinz scored big with Swift sauce moment</a>

<strong>Results</strong>

The numbers speak for themselves: 

- 290,000 promo code applications within eight hours of launch.

- Over 2 million by Halloween night.

- 44% of participants were new users to Uber Eats’ Grocery & Retail vertical.

- 65% lift in grocery and retail basket size during the campaign.

- 57% post-Halloween retention among participants.

- 96.3 million impressions across Uber ad surfaces.

- 10,000+ organic social engagements - from horror superfans to casual candy hunters.

In short, Uber Eats didn't just run a promo - they created a cultural moment. While competitors begged customers to remember dull discounts, Uber Eats turned finding a code into a thrilling, shareable game.

Horror Codes delivered Uber Eats the most successful Grocery & Retail promo campaign in its history. It showed that even in a discount-driven category, a sharp creative idea - one rooted in genuine fandom - can cut through the noise and drive serious business results.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-how-adidas-runner-321-put-neurodivergent-athletes-in-the-spotlight-67336.htm">Global Ads Spotlight: How Adidas’ ‘Runner 321’ put neurodivergent athletes in the spotlight</a>

Global Ads Spotlight: How Uber Eats turned boring promo codes into a Halloween horror hit

Imagine traveling in a car with the window shutters up, and the air conditioner’s fumes creating nauseousness. Or, visualise being at unease after a heavy meal and having to immediately travel irrespective of the mode. Is there a possibility that barf bags would have to be our companion for the rest of the journey? Answer: Yes!


Today, with different branded anti-nausea medicines within one’s reach, there is not just stiffer competition amongst them, but the dependency on barf bags have significantly reduced. However, Dramamine, the leading anti-nausea brand in the US empathised with this outcome, since their success was inadvertently responsible for the industry’s decline. And, their origins date back to 1949!


As their 75th anniversary was approaching, the brand Introduced ‘The Last Barf Bag’, an integrated campaign by FCB Chicago, to bid them a farewell and also the world of their effectiveness in combating nausea.


<strong>What did ‘The Last Barf Bag’ do?</strong>


The campaign opened up with an executive at the Dramamine headquarter receiving a letter from the barf bag community who touched upon the declining industry due to the success of the anti-nausea brand.


What followed next is a series of humorous takes with the bytes of the barf bag collectors included, where, one of them called the brand terrible, and the other sighed that the barf bag industry should die with dignity.


The campaign was accompanied with a 13 minute long documentary ‘The Last Barf bag: A Tribute to a Cultural icon’ that also contained facts revolving around the cosmos of barf bags, including interviews of the barf bag collectors.


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The reception was stupendous. Leading media outlets had a blast reviewing it, and the headlines did spotlight the declining industry. Dramamine went a step ahead and designed an e-commerce platform, where the sale of re-imagined barf bags—which are not barf bags—for different purposes, along with the motion sickness medicine were met with positive results.


The campaign garnered more than 650 mm impressions in the first three weeks of its roll out. Dramamine clinched the coveted trophy as the most preferred brand by witnessing a 23 percent increase in brand engagement, and a 26 percent increase in brand sales.


The campaign won the Grand Prix in the Health & Wellness category at the 2024 Cannes Lions. In a time when certain once-upon-a-time necessities are fading, Dramamine’s ‘The Last Barf Bag’ is a case study for the marketers on how distancing the spotlight away from them can indeed bring them back in the limelight. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-oreocodes-cracked-the-commerce-code-68889.htm">Global Ads Spotlight: Here's how OREOCODES cracked the commerce code </a>


Global Ads Spotlight: When Dramamine spotlighted the declining barf bag industry

In the age of QR codes, AI-generated banners, and augmented reality filters, the team behind OREO’s latest campaign decided to keep things surprisingly analog - by looking at the humble barcode. And what they saw wasn’t just black and white lines, it was an untapped visual resemblance to the cookie brand’s most iconic image: a stack of OREOs. Thus, OREOCODES was born.

The premise? Milk cartons, specifically, their barcodes - were hiding in plain sight as literal towers of OREOs. With a clever bit of tech and a mobile-first approach, the brand transformed UPCs from more than 1,000 milk and milk alternative products into gateways for cookie deals.

<strong>Scan, Stack, Snack</strong>

The campaign asked consumers to do something refreshingly simple:

1. Open the OREOCODES web app.

2. Grab a milk carton from the fridge (or shelf - plant-based milks counted too).

3. Flip the barcode vertically to resemble an OREO tower.

4. Scan it to unlock real-time, retailer-specific deals on OREO products.

<iframe width="560" height="315" src="https://www.youtube.com/embed/Bth3bLowY44?si=oTi4d1ssBk082C9W" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

The coupons worked across major U.S. retailers like Albertsons, Jewel-Osco, and Safeway, making the experience more accessible than a golden ticket in a Wonka bar.

<strong>Results</strong>

Unlike many buzzy campaigns that win at award shows but flop at checkout, OREOCODES dunked both. With a staggering 83% conversion rate, the campaign wasn’t just interactive - it was irresistibly effective. 

Over 799,000 units sold, $3.5M in revenue, and a 7.3% YOY sales increase later, OREO wasn’t just winning the snack aisle, it was redefining how consumers shop, one scan at a time.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-spotifys-spreadbeats-hit-all-the-right-notes-66971.htm">Global Ads Spotlight: Here's how Spotify's 'Spreadbeats' hit all the right notes</a>

Other standout metrics:

- +2.3 in unit share

- +2.6 in dollar share

- 1.9 additional product trips per consumer

- 230% spike in social engagement

OREO didn’t just target their usual cookie lovers; they turned milk drinkers - a previously passive audience into active OREO buyers. 

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-how-adidas-runner-321-put-neurodivergent-athletes-in-the-spotlight-67336.htm">Global Ads Spotlight: How Adidas’ ‘Runner 321’ put neurodivergent athletes in the spotlight</a>

<strong>Awards and Recognition</strong>

The campaign didn’t just crush KPIs - it ransacked the award circuit like a cookie monster on a sugar high.

- Effie Awards 2024: 3 Gold

- D&AD: 2 Yellow Pencils, 6 Graphite, 2 Wood

- The One Show: 1 Gold, 4 Silver, 3 Bronze

- ADC Awards: 1 Silver, 3 Bronze

- Clio Awards: 2 Gold, 8 Silver, 4 Bronze

- Cannes Lions 2023: Gold in Creative Commerce (Mobile-led)

- London International Awards: 2 Gold

- New York Festivals: Grand Prize & 3 Gold

- The ANDY Awards: Winner in Craft & Idea Categories

It was one of those rare campaigns that won big with both consumers and juries - proof that when a clever insight is paired with seamless tech, awards don’t just follow, they flood in.

OREOCODES was one of those deceptively simple ideas that made you wonder: Why didn’t anyone think of this before? It was charming without being childish, tech-savvy without being complicated, and most of all, it made people smile while making them buy.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-apples-fuzzy-feelings-melted-the-internet-and-won-awards-doing-it-68443.htm">Global Ads Spotlight: Apple's 'Fuzzy Feelings' melted the internet - and won awards doing it</a>

Global Ads Spotlight: Here's how OREOCODES cracked the commerce code

How would life be waking up and living each moment in square-meter rooms? According to you, would there be enough ‘room’ to realise your daily activities? German DIY store chain Hornbach’s ‘How to Enchant with One Square Meter’ campaign answered this in a creative manner, with humorous twists.


A man’s life is confined in one square meter rooms right from waking up, dining at a restaurant which shows people sitting above him enjoying their meal to taking time off for recreation. The film aims to say that creativity can be found in every square meter, which deserves equal applause. 
 

<strong>Did One Square Meter Enchant?</strong>


A 60 second film, conceptualised by HeimatTBWA\, and directed by Steve Rogers (also owner of production company Revolver), the campaign touched upon the concept of affordable living spaces shrinking rapidly every year in urban areas.


In the film, one can see the protagonist living life vertically. Right from waking up to getting ready to cease the day, his activities revolve in a vertical format. Steven Jones-Evan, production designer, designed the sets, bolstering the fact that minimal spaces aren’t an issue. Creativity can be found in every corner, and one ought to make the best out of every inch and centimeter in small living areas.


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The film was accompanied by radio spots, OOH installations and digital ads to strengthen its messaging. What makes the campaign stand out is that no special effects were used to convey the messaging. 


A series of real-life square meter projects were created by artists and designers from eight European countries, which include Germany, Austria, Sweden, Slovakia, and the Netherlands, stated a media report. 


The campaign won a Grand Prix at the Cannes Lions International Festival of Creativity in 2024. 


During the time and age when spaces are shrinking or living spaces come at an exorbitant cost, Hornbach’s ‘How to Enchant with One Square Meter’ campaign busted the myth that creativity cannot be explored in limited spaces, through its tagline ‘Every square meter deserves to be the best in the world.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-when-marina-prieto-revived-the-future-of-spains-subway-advertising-68272.htm">Global Ads Spotlight: When Marina Prieto revived the future of Spain’s subway advertising</a> 


Global Ads Spotlight: When Hornbach’s campaign brought out creativity in every inch and space

In a season usually stuffed with jingles and brand slogans in tinsel font, Apple served up something entirely different - and utterly delightful. 

With “Fuzzy Feelings”, a 3-minute-45-second holiday film, the tech giant traded overt product plugs for poignant storytelling, weaving a tale of quiet kindness in the heart of a very grey London.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-when-marina-prieto-revived-the-future-of-spains-subway-advertising-68272.htm">Global Ads Spotlight: When Marina Prieto revived the future of Spain’s subway advertising</a>

Directed by ‘Hacks’ co-creator Lucia Aniello and acclaimed animator Anna Mantzaris (Isle of Dogs), this ambitious short blended live action and stop-motion to produce something rarely seen in commercial storytelling: real emotional resonance. 

And yes - the whole thing was made using an iPhone and a Mac. 

<strong>Premise</strong>

The film followed an office worker who coped with her rude boss by crafting a felted version of him - and then subjecting this mini-boss to hilarious (and harmlessly vengeful) scenarios in her imagination. 

But the emotional pivot came when she glimpsed his loneliness, and her animated vendetta turned into a story of empathy and warmth. No sleigh bells. No snowman mascots. Just a deeply human message: maybe everyone’s fighting a silent battle, and a bit of kindness could go a long way.

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It was weirdly moving. So much so that viewers on YouTube and Twitter called it “a masterpiece” and “art disguised as an ad.” One user said, “If this doesn’t get nominated for an Oscar, I’m rioting.”

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-when-magnum-melted-winter-with-find-your-summer-campaign-67965.htm">Global Ads Spotlight: When Magnum melted winter with 'Find Your Summer' campaign</a>

<strong>Impact</strong>

The numbers backed the sentiment. The campaign racked up over 20 million views, with a 65% completion rate. More than 4 million views came organically, proving that people weren’t just passively watching. They were choosing to hit play.

The emotional impact had a spillover effect too: George Harrison’s “Isn’t It a Pity,” which soundtracked the short, saw a 25% spike in streaming after the film aired. 

Behind the scenes, the campaign’s craftsmanship was as meticulous as the message. Apple’s team, along with Arch Model Studio, built nine full live-action sets from scratch, then replicated many of them in miniature for stop-motion. 

The animation side featured 12 handcrafted felt characters, seven elaborate sets, and more than 50 tiny custom props. Even the tiniest water splash was designed using never-before-used techniques - a first for the animation team.

The result? A seamless visual language that made it hard to tell where reality ended and the whimsical imagination began.

<strong>Awards and Recognition</strong>

Unsurprisingly, Fuzzy Feelings didn’t just melt hearts - it cleaned up at awards shows. 
It took home the Emmy for Outstanding Commercial, making it Apple’s second straight win in that category. It also won a D&AD Award for Animated Film and earned a Commendation at the Immortal Awards, cementing its status as one of the standout campaigns of the year.

Fuzzy Feelings was proof that advertising doesn't have to shout to be heard. At a time when attention spans are short and ad fatigue is real, Apple leaned into nostalgia, artistry, and vulnerability - and people responded. No hard sells. No gimmicks. Just one of the rare moments where brand storytelling felt more like cinema than commerce.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-how-adidas-runner-321-put-neurodivergent-athletes-in-the-spotlight-67336.htm">Global Ads Spotlight: How Adidas’ ‘Runner 321’ put neurodivergent athletes in the spotlight</a>

Global Ads Spotlight: Apple's 'Fuzzy Feelings' melted the internet - and won awards doing it

It's a busy day in Madrid, Spain. As metro trains rush by, the city's subways are lit up with Instagram photographs of Marina Prieto - a 100-year-old grandmother who, until recently, was relatively unknown.

The photographs show her sleeping, staring straight into the camera, surrounded by greenery. The question on everyone's mind, including leading media outlets, is: ‘Who is Marina Prieto?’


In cities like Barcelona and Madrid, subway stations are typically filled with a variety of advertisements - showcasing creativity, intuition, and high-impact brand visibility for millions of commuters.

But 2023 brought a lull. Investment in outdoor advertising, particularly in subways, declined by 7%. And then came Marina Prieto - unexpectedly breathing new life into the industry and becoming a star in her own right.

<strong>What did Marina Prieto do?</strong>

Multinational outdoor advertising company JCDecaux launched a B2B campaign titled <em>Meet Marina Prieto</em>, conceptualised by agency DAVID Madrid, to reignite interest among brands in outdoor advertising.

Rather than opting for a celebrity or well-known brand ambassador, JCDecaux chose an unknown face - an elderly woman spreading warmth, laughter, and positivity through her Instagram account, which at the time had just 28 followers.

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JCDecaux capitalised on this by showcasing 54 of Prieto’s Instagram photos across empty advertising spaces in Madrid’s subway stations. Commuters got a glimpse into her life - and the strategy worked.

Prieto quickly became a viral sensation. Her follower count soared from 28 to over 39,000, and engagement on her posts shot up by more than 13,405%.

From comments like “Will you be my grandma?” to widespread media coverage, the campaign received critical acclaim, and brands soon began lining up to collaborate with her.

<strong>The Prieto Effect: Results</strong>

The campaign’s success was recognised at the Effie Awards, which honour effective marketing. Not only did the campaign win accolades, but it also sparked renewed interest in out-of-home (OOH) advertising.

Thanks to JCDecaux’s creative gamble, subway advertising in Spain saw a dramatic turnaround. A total of 185 brands - including Mondelez, Netflix, Amazon, Heineken, Disney+, Pernod Ricard, and Nestlé - invested in the medium, boosting JCDecaux’s profits and market relevance.

Cannes Lions 2024 recognised the effectiveness of the marketing campaign and awarded ‘Meet Marina Prieto’ with six awards. They include Dan Wieden Titanium Prix, and Grand Prix in Creative B2B, marking Spain’s first in this category.

At Cannes Lions 2024, Meet Marina Prieto swept the stage with six awards, including the Dan Wieden Titanium Prix and the Grand Prix in Creative B2B - Spain’s first-ever win in this category.

The campaign also earned:

- A Gold Lion in Outdoor

- A Bronze Lion in Creative B2B

- A Silver Lion and a Bronze Lion in Social & Influencer

And the recognition didn’t stop there.

At the D&AD Awards, the campaign won a Graphite Pencil in the Media (Micro-Talent & Influencers) category, along with two Wood Pencils in Digital & Social and Direct (Press & Out-of-Home).

JCDecaux’s <em>Meet Marina Prieto</em> is now a case study in effective marketing. It proves that reviving a struggling medium doesn’t require a famous face. What it does require is a sharp understanding of the problem, insight into audience sentiment, and a willingness to take creative risks.

In Prieto’s quiet charm, the advertising world found a loud and clear message: sometimes, the most unexpected stories make the strongest impact.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-how-specsavers-used-a-familiar-tune-to-highlight-a-common-health-issue-66162.htm">Global Ads Spotlight: How Specsavers used a familiar tune to highlight a common health issue</a> 

Global Ads Spotlight: When Marina Prieto revived the future of Spain’s subway advertising

It’s a sweltering summer, and the only thing that comes to mind - apart from mangoes - is Magnum! Owned by Unilever, Magnum has, for years, been the go-to ice cream companion when the sun shines too brightly or when the mehness of the day gets to us.

Relishing a sweet stick that oozes chocolate, coupled with almond or caramel, Magnum has never ceased to surprise and continues to spread its sweetness to this day.

But when snow caps the city and chill winds blow across, would Magnum still be considered? This question worried the brand, which then rolled out the 'Find Your Summer' campaign - encouraging people to find their sunny spot and enjoy a bite of Magnum once again.

<strong>What is ‘Find Your Summer' all about?</strong>

Unilever’s Magnum saw a significant drop in sales with the onset of winter. Determined to extend its appeal beyond seasons, the brand set out to help people discover their own patch of sunshine.

Created by LOLA MullenLowe, the campaign is visually rich - shot entirely in black and white - with the camera capturing the elusive British sun spotlighting people enjoying their Magnum. These moments were featured across newspapers, billboards, and magazines throughout the United Kingdom.

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What made the campaign stand out was its innovative use of digital billboards, which displayed a live timeline indicating when the sun would shine in each city - making it the perfect time to indulge in a Magnum.

This was achieved through real-time data. What truly boosted the campaign’s effectiveness - and drove a remarkable 66.3% increase in sales - was the use of geo-targeted notifications, which nudged consumers near participating stores.

This led to people grabbing their beloved Magnum - often at a discount - from the nearest outlet.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-pop-tarts-and-the-first-edible-mascot-67751.htm">Global Ads Spotlight: Pop Tarts and The First Edible Mascot!</a> 

GLOBAL ADS SPOTLIGHT