Every Sunday, during my morning cafecito (or yerba mate), 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: PS2 Mountain
No product shot. No gameplay. No features. Just a feeling: this is what it's like inside a PlayStation. Mountain won the Cannes Grand Prix. It broke what a video game ad was allowed to be — not a trailer, not a demo, not a celebrity endorsement — just pure, irrational, physical joy. And it did it by ignoring every brief a video game company would normally write. Twenty-three years later it still holds up. That's not nostalgia. That's craft. 10/10.
IDEA 2:
Jenny Wen — Design Lead at Anthropic, former Director of Design at Figma — walked on stage at Hatch Conference in Berlin and said what most designers already feel but won't say out loud: the design process is dead.
Research first. Personas. Journey maps. Problem statements. Then solutions. Her call: stop trusting the process. Start trusting the designer. Start from solutions. Care about details. Build intuition. Design for delight. Skip the steps that exist to make the process look rigorous rather than make the work better.
IDEA 3: Skoda Safety Billboards
Škoda has made the point without ever making the speech: we're not selling you a fantasy. We're selling you a car. For people who buy the car, not the ad. It won at Cannes 2026 — and it deserved it, because the hardest brief in advertising is the one that asks you to make an ad about not making ads, and actually pull it off.
Seen work worth sharing?
Send it my way: [email protected]
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
