Every Sunday, during my morning maple espresso, I’ll share three powerful ideas transforming culture. You get the idea.
IDEA 1: San Pellegrino’s Italian Time
Genius Diane Morgan explains the cultural phenomenon of "Italian Time" for San Pellegrino's holiday campaign—where meals last "between four hours and forever. Agency Ogilvy nails the insight: holidays aren't stressful because of the cooking or the guests—it's the pace. Italian Time reframes chaos as culture.
Watch: YouTube
IDEA 2: Readymag Websites of the Year 2025
Readymag announced winners with three recognition tiers: Jury Choice, Readymag Choice, and Community Choice. These sites push what's possible without custom development (read expensive)—visual storytelling, unconventional navigation, and typographic systems that feel alive. We use Readymag at Idealista, and these winners remind us why: constraints don't kill creativity—they focus it. For small agencies, clients, and partners in Latin America and the Caribbean, this levels the playing field.
View: Winners
IDEA 3: The Wash NYC — Brand Identity by V. Michelitsch
Verena Michelitsch turned a neighborhood laundromat in Harlem into a place you'd actually want to hang out. The branding is fun without being precious. But the real move is treating the space like it matters. This is what happens when the designer understands the assignment isn't just visual identity—it's craft. For local & small businesses—bakeries, cafeterias, corner stores—this is the model. Design that honors what's already there and makes it unmissable.
View: Project
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