Every Sunday, during my complicated dose of caffeine, 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 Elephant in the Room
This is what a safety obsession looks like when it goes past the brief. Volvo has one of only two large animal crash test dummies in the world. Not a simulation. Not a model. An actual physical dummy built to replicate the mass and impact of a moose, elk, or deer — because wildlife collisions kill people and almost nobody in the industry engineers specifically for them.
There's no award for this. No viral moment. Just a company that decided the uncomfortable problems are exactly the ones worth solving. That's not marketing. That's character.
Watch → Inside Volvo's Safety Centre: Testing Cars for Large Animal Collisions
IDEA 2: Remarkable is not an accident
In a world where AI can produce infinite content in seconds, he makes the case that the only thing that can't be automated is trust. Not authenticity — he's careful about that word — but consistency. Showing up the same way, for the same people, over and over until they believe you.
The line that sticks: being remarkable isn't about being loved by everyone. It's about being necessary to someone.
Watch → How to Build a Remarkable Brand in the Age of AI | Seth Godin
IDEA 3: Two numbers. One winning argument.
Same country. Different experience. Your call. No celebrity. No anthem. No cinematic montage of fans crying in stadiums. Just a clean split-screen and two numbers that do all the work. The insight is sharp: most people can't afford to be at the game — but they can afford to be in the country.
Air Transat didn't compete with World Cup fever. They redirected it. That's not a media buy. That's a positioning statement disguised as a beautifully designed billboard. 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
Brought to you weekly by the team at Idealista Agency
