Figure 9.3 IKEA Human Catalog

Figure 9.3 IKEA Human Catalog

IKEA asked their agency BBH to come up with an interesting way to tell the world they were about to release their latest catalog. The creative team could have just done an ad that read, “Look for redecorating ideas in our new catalog.” Instead, they roasted...
Figure 7.6 Wendy’s Fortnite

Figure 7.6 Wendy’s Fortnite

Social media went crazy when Wendy’s started playing Fortnite on Twitch, the streaming platform for gamers. Fortnite had introduced a new in-game mode called “Food Fight,” where players could join a team from one of the game’s two restaurants: Durr Burger or Pizza...
Figure 7.4 Coke Zero Lawyers

Figure 7.4 Coke Zero Lawyers

Here’s why the idea of rules is important: Once you’ve created a brand platform world with rules, those rules can be used again and again to spin other stories; prequels, sequels, and spin-offs. Here’s an example of a great platform with a rich set of rules. Coke...