Every Sunday, during my complicated dose of caffeine, I'll share three powerful ideas transforming culture. Some ideas will be ads or about advertising. Some may be about design or fashion. Others will be about art, illustration, animation, motion, audio, cinema, books, or any other big idea worth sharing and discussing. You get the idea.
IDEA 1: An easy country to love
Scotland hasn't been to a World Cup since 1998. Twenty-eight years. That's not a gap — that's a wound. So when it came time to announce the 2026 squad, they didn't post a list. They made a film Ewan McGregor narrates. The best squad announcements don't introduce players. They introduce a feeling. Scotland's went viral because it earned it. 10/10
IDEA 2: Pedal in, get Oatly
Oatly converted an old drive-thru, the most car-brained format in fast food history — into a bike-thru. "Pedal In, Get Oat." And they built a custom red handlebar cup holder so you could actually ride away with your drink. And doing it in Amsterdam — a city that has been out-cycling cars for decades makes the whole thing feel less like a stunt and more like a natural law.
Every detail is the idea. The format subverts car culture. The menu subverts what a drive-thru is allowed to serve. The cup holder solves the one real problem with the whole concept. This is brand activism that doesn't take itself seriously — and that's exactly why it works. 10/10
IDEA 3: Milan doesn't do modest
Salone del Mobile 2026 stopped being a furniture fair a while ago. This year it completed its transformation into something closer to Art Basel with better aperitivo. Moncler wrapped a building in a giant inflatable octopus. Baccarat staged a multi-sensory Crystal Crypt — film, sound, choreography, fictional future. The Eames Office built two life-size pavilions inside the Triennale from a modular system that picks up where Charles and Ray left off in the 1940s. Prada held court. Milan held everyone hostage.
The signal worth paying attention to: the best moments weren't things to look at. They were things to smell, hear, and touch. Sensorial design is taking over because screens have exhausted our eyes. The brands that understand this, that presence is the new luxury are building experiences that can't be scrolled past.
Seen work worth sharing?
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From Antes de que llegue el Brief (ADQLEB) Podcast
On the latest episode, I sat down with Gabriel René Rodríguez Rovira — Director of Digital & Technology at De La Cruz / Ogilvy. We talked about 20 years building at the intersection of creativity, strategy and tech, the projects that put Puerto Rico's tourism on the digital map, and why the traditional agency model is broken.
Link below if you want to listen while you scroll.
→ adqleb.com/gabrielrene
Brought to you weekly by the team at Idealista Agency
