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: Make the logo bigger
When prices go up, brands usually do one of two things: say nothing, or apologize. Águila, Colombia's iconic beer, did neither. They made the price increase the entire idea.
"Resize the Price" by DDB Colombia physically shrank the product packaging in proportion to the price hike — and then advertised it. No spin. No distraction. Just radical transparency dressed as a creative concept. The result: a Cannes Lions 2026 Grand Prix for a brand that turned an economic inevitability into a brand trust moment. The insight is simple and devastating: if you're going to make people feel it anyway, make them feel it on your terms first.
IDEA 2: The border is the medium
National Geographic opened its first-ever Museum of Exploration in Washington D.C. — and instead of showing people what's inside, agency Terri & Sandy invited them to imagine it. The tool: the iconic yellow border. Applied to over 100 OOH executions across the D.C. metro area, buses, billboards, airports, and Metro stations — each one using the yellow rectangle as a blank canvas for wonder.
A yellow line in a Metro corridor represents the time it would take to walk through a Himalayan storm. A yellow stretch the length of a city bus shows the scale of a Spinosaurus. The border doesn't frame the content — it is the content. "See Things You Could Only Imagine." For a brand that's been inspiring curiosity for 138 years, the most powerful move was trusting that the audience already knows how to fill in the frame.
IDEA 3: 25 years later, Margot walks back in
In 2001, Michel Gondry directed Kylie Minogue's "Come Into My World" — a video built on a single looping take through a Paris street corner, multiplying with every rotation. Twenty-five years later, Chanel handed Gondry the same brief, the same visual logic, and a new lead: Margot Robbie. The result is the campaign film for the Chanel 25 handbag.
The film unfolds as a contemporary reimagining of the original — same structural obsession, same hypnotic rhythm — and then Kylie herself walks back into frame. Not as a cameo. As a closing argument. When a brand anniversary, a director's signature, a cultural icon, and a new face align that perfectly, it stops being advertising and becomes something closer to cinema. 10/10.
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
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