THE ICEBERG
Nature's message to humanity.
One frozen gesture.
Words about climate change stopped working years ago. Data is ignored. Petitions are scrolled past. So we asked: what if nature itself sent a message — one that no one could look away from?
A massive middle finger, carved from an actual iceberg, set adrift in an Icelandic glacier lagoon. No brand logo. No hashtag. Just a gesture, addressed to everyone who walks this earth. Accompanied by a letter: 'I feel like I won't reach you with words alone. So I condensed everything I need to say to one solid block of frozen water.'
The concept included full media projection — Spiegel, Focus, TIME, MailOnline, Bild, Mashable — each speculated to report it as either mysterious natural phenomenon, Russian propaganda, or alien contact. The idea would have revealed itself only after maximum confusion was achieved.
SNOWDEN WHOPPER
An anonymous delivery
for a special friend.
Edward Snowden is not only a whistleblower — he's also a devoted Whopper fan. The problem: when you've made America your enemy, getting the burger of your dreams becomes complicated.
The idea: Burger King sells a Whopper on the Darknet — anonymously, securely, untraceable. Via the TOR network, where Snowden already lives, BK Russia tweets at @Snowden directly. Snowden tweets back. The internet explodes.
The concept was designed as a fully executable PR activation — real Darknet URL, real BK Russia Twitter account, real engagement with the most famous privacy advocate in the world. One Whopper. One anonymous delivery. Maximum brand chaos.
TWITCH BITCH
Trolling trolls.
Female streamers on Twitch are harassed and reported daily. Trolls weaponise Twitch's own Community Guidelines — reporting streamers for 'sexually suggestive content' simply because they have breasts. The platform's response: bans, silenced voices, lost income.
The idea: partner with famous male streamers for one day. Let them stream with artificially enhanced chests. Same rules, same platform, same guidelines — applied to men. When Twitch enforces differently, the hypocrisy becomes the story.
A platform hack that uses a platform's own mechanics against its own double standard. No petition. No hashtag campaign. Just the rules, applied equally.
UNBOTABLE SNEAKER
The first sneaker
drop on the Darknet.
If you ever tried to buy a really outstanding and limited sneaker, you know that bots are our enemies. The best sneakers sell out worldwide within two seconds of release — because programmed bots automatically fill shopping carts and complete the purchase in milliseconds.
So we thought about dropping a line of sneakers in the Darknet. Because bots won't find them there. Thanks to sophisticated security mechanisms, the Darknet is untraceable for bots — and completely legal. We'd release a small run of ultra-desirable Adidas sneakers there in collaboration with Undefeated. Every real person gets a fair shot. No bots. No resellers. Just sneakerheads.
BAD NAMES
Keine Rechte
für Rechte.
Fascism has no place in the world. Not even in the digital one. And yet in shooters like Destiny 2, right-wing gamertags appear constantly — players whose in-game names openly signal their real-world ideology.
The idea: partner with Bungie to develop an algorithm that identifies fascist gamertags based on specific characteristics and phrases. For these players, escalating counter-measures activate in-game — from avatar design changes to the total loss of directional control on the joypad — until they change their name.
No ban. No removal. Just increasingly uncomfortable consequences. Play through it if you want. But good luck moving right.
THE X-MAS BALLS
One last gift
for your tree.
Whether you're old school with candles or running electric lights — your Christmas tree can still end up in flames. Just ask any insurance company. Thousands of house fires start at the tree every December.
So we imagined heat-melting decorations filled with extinguishing powder. A Christmas ball that looks like any other — until the moment it's actually needed. When the temperature gets critical, the shell melts and the powder releases, killing the flame before it spreads.
Festive. Functional. And the most useful thing anyone ever put on a tree. Boom.
CRYPTO RESISTANCE
A new peace movement
spreads around the globe.
In a world where Russia is launching a full-scale war at the gates of Europe, the call for peace must be louder than ever. Crypto Resistance is a digital peace and solidarity movement for all those who understand that the answer to permanent escalation can only be de-escalation and restraint.
Unique NFT peace-soldiers — created by an algorithm — allow you to take a stance by using them as your profile picture. This way, an entire virtual army of solidarity is gradually created, united in the call for peace. 100% of proceeds from all NFTs sold go directly to NGOs working on the fronts of the Ukrainian war and advocating for a peace process.
The accompanying campaign launches with a guerrilla stunt that takes just as clear a stand as the NFTs themselves: covering war memorials with our motifs and calling for people to join us. We share the movement on TikTok, combining the art pieces with iconic peaceful songs. We produce Peace-shirts with QR codes linking directly to the platform — distributed among McCann worldwide and given out before protest marches.
One voice. One visual army. Someday maybe enough to outmatch a real one.
