Whatever the Occasion
Great ideas keep showing up, even after Cannes
Hi friends,
After the Cannes overload of case studies, award winners, and campaign breakdowns, things are finally getting back to normal. Or at least as normal as advertising ever gets.
Whatever the occasion, this week's campaigns all found their own reason to exist. McDonald’s reminds us that ice cream shouldn’t have a season. Sporting CP proves that even a 120-year-old football club can evolve without losing its soul. Toblerone turns an airport impulse buy into a luxury collectible. And Polymarket launches one of those campaigns that asks more questions than it answers, featuring a cast you definitely wouldn’t expect to see together.
Have a good read.
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If you're a brand wanting to reach Marketing and Advertising fans reading "in case you missed it," hit me up at incaseyoumissedit@domenicoloperfido.com and check out the media kit.
Some other things worth your reading: As unveiled at DEPT®'s Secret Garden during Cannes, the new Epica Awards entry campaign is finally here. Created by creative duo Matt Jones and Abi Stephenson, the tongue-in-cheek "Awards Survival Kit" reminds agencies they won't need flattery, networking, or ego-polishing to win because at Epica, the work is judged by journalists, not creatives.
ADVERTISING
McFlurry: Seasonless sweets by TBWA\/Paris
McDonald's rolls out a new campaign with TBWA\Paris, proclaiming that their icy delights – McFlurry, Sundae, and Milkshake – can sweeten any moment, anytime. Featuring relatable scenarios that range from mundane to celebratory, the campaign showcases the idea that enjoying a dessert is appropriate all year long.
DESIGN
Sporting CP's New Look: Tradition Meets Modernity
Skillful branding, courtesy of JKR, has unveiled Sporting Clube de Portugal's first visual identity update in 25 years. With a focus on balancing heritage and modern appeal, the revamped crest features a cleaner design inspired by the beloved 1945 badge. This refresh is part of the club's 120th anniversary celebrations, aiming to resonate with both loyal fans and the next generation.
FEATURED
A bunch of news from my network :
- Spotify and ACNE Creative launch a campaign celebrating the art of playlist-making [source Camilla Nani linkedIn]
- Sole 24 Ore Business School gets a fresh look and expanded offerings to tackle the evolving job market [source Alice Acciarri linkedIn]
- Isola Design Group teams up with Sharjah to spotlight local talent and boost the creative scene [source Gabriele Cavallaro linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Infomaniac: World Cup 2026 players are basically a reunion of past and present teammates, unlike the 1994 squad.
Pills for geeks: Most efficient way to board a plane
Amarcord: America’s iconic companies that disappeared
Archistorm: Variety’s Best TV Shows of 2026 (so far)
Sip tips: How To Make a Negroni (Correctly)
MARKETING
Mktg picks not to miss
- Midjourney wants Hollywood studios to reveal the details of their AI usage
- Why would a hotel brand sponsor a Coachella docuseries?
ADVERTISING/DESIGN
Toblerone's Crystal Bar: Luxury Meets Chocolate
Toblerone has teamed up with Swarovski to unveil the Toblerone Crystal Bar. A dazzling crystal replica of the classic chocolate bar. Available for auction at major airports, this limited-edition piece promises to be a unique travel gift while raising funds for local charities.
ADVERTISING
Polymarket’s Bold New Campaign
In their latest stunt, prediction platform Polymarket is getting introspective (sort of). Featuring big names like Rick Rubin, Future, and Peso Pluma, their campaign, brought to life by Better Half and Four Four Entertainment, raises questions rather than giving answers. The visuals are stylish, the questions are deep, and it’s all set to a Kanye classic.
Thank you so much for reading this far - I truly appreciate it. Last week’s most-clicked link was: