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: Rage clicks, counted
UserGuiding built a browser game that makes you live through the worst onboarding experience ever designed — welcome modals from hell, five levels of UX anti-patterns, a rage-click counter tracking your suffering in real time. You "win" by surviving it.
This is smarter than any whitepaper on UX best practices. Instead of telling you what bad onboarding feels like, they made you feel it, and laugh while you did. The CTA at the end barely needs to exist; by then, you already get it. Teaching through discomfort, with a sense of humor, is how you make a B2B lesson actually land.
IDEA 2: Built from copper, born from a stadium
La Marzocco's Officine Fratelli Bambi workshop in Florence hand-hammered an espresso machine inspired entirely by Estadio Azteca. Vertical lines echo the stadium's pillars. The copper surface catches light like a trophy. Every dent from the artisan's hammer is left visible, on purpose proof of the hand that made it.
It's a coffee machine that took architectural cues from a football temple and turned them into craft. The insight here isn't really about espresso. It's about what happens when a brand decides a product can also be a love letter, to a place, a sport, a feeling — and refuses to let mass production get in the way of that intention.
IDEA 3: Si la razón hace dudar
Quilmes didn't make a World Cup hype reel. They made a confession: "Si la razón hace dudar, el corazón siempre va para adelante." If reason makes you doubt, the heart always moves forward.
No stats. No predictions. No bravado. Just an honest acknowledgment that supporting Argentina was never a rational decision — it's a heart decision, made over and over, regardless of outcome. That's the realest insight a beer brand can have about its own fans: they don't need convincing. They need permission to feel what they already feel. 10/10.
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
