IKEA Sweden turned messy homes into outdoor media, a new campaign hides everyday household clutter behind its own billboards, with the mess packed neatly into the brand’s SAMLA storage boxes, visually proving the product’s value inside the ad itself.

Riksbyggen has its own Square Metre Index, tracking what an average 25-year-old can actually afford to rent or buy across Swedish cities once you factor in income, property prices and mortgage conditions. Instead of publishing the numbers as a report, Riksbyggen and BBDO Nordics built three real, furnished micro-homes to those exact affordability footprints, 4.5 square metres in Umeå, 3.1 in Gothenburg, and just 1.9 in Stockholm, each styled to a different era of Swedish architecture, then sent them on tour so people could step inside and see what the index actually means in square metres and furniture.

DuckDuckGo partnered with eyewear brand Knockaround to sell “Normal F*ing Sunglasses”: $35 sunglasses with, as the copy puts it, “no camera, no microphone, no AI, no battery and no electronics of any kind.” The launch video poses a “radical question: what if we just didn’t do that?”, spoofing smart-glasses features with a sarcastic “360-degree panoramic lens” (you turn your head) and a guarantee they’ll “never record nude videos of you”, a direct dig at the backlash Meta’s Ray-Ban smart glasses faced over non-consensual recording. The drop sold out within a week.

Lufthansa dropped the Travel Etiquette Collection, a limited-edition fashion line created with agency Serviceplan that puts flying’s unwritten social rules on merch, including “middle seat gets the armrest.” The collection includes hoodies, t-shirts, caps, and accessories, given away free through social channels and to select creators rather than sold.

Audible opened Audible Story House in Manhattan: a free, public, 6,000+ sq ft space across three floors designed for audio storytelling and community. Instead of physical books, visitors browse 300+ audio stories using tactile ‘Story Tiles’ that can be taken to listening stations for playback or tapped on a phone to stream in the Audible app. The space includes multiple listening environments, a Listening Bar staffed by ‘Story Tenders’ who recommend titles, immersive Dolby Atmos experiences, events, and a café.

Icelandair posted a classified-style job ad looking for a “really bad photographer” to help prove that even the worst snapper can take great photos of Iceland. The role includes an ~10-day trip to Iceland in June (travel + accommodation covered) plus US$50,000 for photography/content/participation, with a chance the images appear in a global campaign.

While slang like ‘IDGAF‘ makes it into dictionaries, ‘matrescence’ – a 50-year-old term defining the physical, emotional and psychological shift into motherhood – still isn’t recognised. While approaching Mother’s Day in 2026, Peanut and Tommee Tippee campaigned to change that.

Huggies turns a gross-but-universal parenting fear (the blowout) into a high-stakes product demo: 18 just-fed babies crawling over nearly $500k worth of luxury items, where the diaper is the only thing preventing chaos.

Instead of choosing a celebrity or influencer, Jacquemus appointed his grandmother Liline as the brand’s first-ever ambassador. It’s authentic, unexpected, and perfectly on-brand for a designer who’s always done things differently.

The contract is a tongue-in-cheek manifesto, as Jacquemus lays out the ambassador’s duties including how “the ambassador must not remove Jacquemus pieces at home, at night, or in dreams.”

This campaign uses provocative outdoor ads with pink redactions covering 25% of the letters in phrases like “Fund Girls” and “Fill Your Purse”. The initial shock triggers a reward-prediction-error signal in the brain, making the message impossible to ignore and commit to memory.