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: Cannes is about the work
Every June, the industry holds its breath. Cannes Lions 2026 delivered — and Love the Work More compiled every Grand Prix, Titanium, Gold, Silver, and Bronze winner in one place so you don't have to hunt.
The headline this year: Haven for Suncorp Insurance took Titanium. Columbia Sportswear's Expedition Impossible took Titanium + Brand Activation. Oreo Cows. The Legacy of Virginia Giuffre. 600K Network for Rainbow Lobster Mexico. And buried in the Gold list, a Cannes first — two films for Claude by Mother London. The industry is still arguing about AI. The jury already decided.
Bookmark this. Come back to it all week. Some of the best creative thinking of the year lives on this page. 🔖
IDEA 2: Tiny cafés, big idea
De'Longhi didn't shoot a coffee commercial. Lola commissioned Simon Weisse — the model maker behind The Grand Budapest Hotel and Asteroid City — to hand-build miniature cafés around their espresso machines. An Italian palazzo. A Japanese kissaten. Each one a fully realized world, lit and styled like a Wes Anderson set piece.
The line does all the work: "Coffee shop coffee, better at home." Six words that reframe the entire product category — not as an appliance, but as a portal. You're not buying a machine. You're buying the feeling of your favorite café, on your countertop, every morning. It won the Industry Craft Grand Prix at Cannes. Of course it did. 10/10.
IDEA 3: The most volatile office in the world
Apple Watch didn't sponsor the World Surf League. It went to work there. The Championship Tour is one of the most unpredictable environments on earth — shifting swells, heat scores, 30-minute heats, and decisions made in seconds. Apple showed exactly how pro surfers use the watch in competition: heat alerts, scores, timing, all from the wrist while paddling out.
No lifestyle shot. No slow-motion sunrise. Just the product doing something genuinely hard, in a place where failure is very public and very wet. This is what product credibility looks like when you stop trying to manufacture it. 9/10.
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
