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: The trophy is the logo
For the first time in World Cup history, FIFA put the actual trophy inside the logo. Not an illustration. Not a mascot. The real thing, fused with "26," the 2 sitting above the 6, the cup living inside the negative space. It sounds obvious in hindsight. It almost always does.
The harder brief was making one identity work across three host nations: the U.S., Canada, and Mexico, without defaulting to any of them. The solution: make it deliberately placeless. "We Are 26" does the rest. It's a brand system that says: the tournament belongs to the world, and we have the receipts. The brand guidelines confirm what the logo already tells you — every rule exists to protect one idea: clarity at scale, across every surface, from stadium banners to mobile tickets.
IDEA 2: Beckham Inception
Adidas. Bank of America. EA Sports. Home Depot. Lay's. Lenovo. McDonald's. Ninja. Pepsi. Stella Artois. Verizon. Eleven brands. One World Cup. One man.
The question nobody's asking out loud: at what point does ubiquity become wallpaper?
There's a version of this where Beckham is everywhere and therefore nowhere. And honestly, that version might be playing out. Eleven brands, one face, zero differentiation between a chip and a checking account. Meanwhile Zlatan showed up for one brand, roasted every eliminated nation, and owned the entire tournament. Beckham won the contracts. Zlatan won the World Cup.
IDEA 3: Go Watch The Odyssey
The Odyssey opened Thursday. It's the first feature film ever shot entirely on IMAX film — and to make sure you show up to the right screen, Nolan's team built an interactive "Explore Formats" page on the official website.
Switch between IMAX 70mm, IMAX with Laser, Dolby, and standard. Watch the aspect ratio shift. See what you gain — and lose — depending on where you sit. Only 30 theaters worldwide can show the film in its intended 1.43:1 ratio. The tool doesn't sell you a ticket. It sells you the conviction that where you watch matters as much as what you watch.
This is film marketing that doubles as film education — and it's the most Nolan thing imaginable.
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
Brought to you weekly by the team at Idealista Agency
