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In a year when global unity felt like a fading memory and polarization dominated headlines, the Paris 2024 Olympic Games turned its Opening Ceremony into more than just a spectacle. It became a protest, a celebration, and a history lesson - all flowing down the Seine.

Forget the tired routine of fireworks inside a closed stadium. The French did what the French do best: break rules with style. And win hearts in the process. 

The Paname 24 team pulled off an audacious creative and logistical feat that snagged them the Cannes Lions Grand Prix in Outdoor - and rightfully so.

Also Read: <a href="https://www.storyboard18.com/advertising/cannes-lions-grand-prix-spotlight-vaseline-took-on-tiktok-pseudoscience-and-won-big-at-cannes-70708.htm">Cannes Lions Grand Prix Spotlight: Vaseline took on TikTok pseudoscience, and won big at Cannes</a>

A Ceremony without Walls

France took the Olympic spirit quite literally to the streets - or rather, to the water. For the first time in Olympic history, the Opening Ceremony abandoned the stadium and made its way into the city. The stage? Six kilometers of the Seine River. The backdrop? The most iconic monuments of Paris. The message? Loud and clear: Liberté, égalité, fraternité.

This wasn't some artsy detour or Paris showing off its skyline for drone shots. It was a carefully curated, deeply strategic public performance.

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Twelve acts unfolded like chapters of a storybook, echoing France's commitment to human dignity. From defiant revolutionary notes at the Conciergerie to a rousing La Marseillaise at the Grand Palaise, the spectacle had soul.

Boats > Boring Parades

The Olympic athlete parade, usually a lumbering procession of teams in matching blazers, got the French remix. Athletes cruised the Seine in boats, creating cinematic visuals that felt more music video than marching band. For the people of Paris - hundreds of thousands of whom lined the river - it was first time the Olympic stage didn't require a ticket.

No Fluff, All Meaning

Let's face it: opening ceremonies often try too hard to be both dazzling and deep, and fail at both. But Paris 2024 struck a balance that most brands, events, and governments only dream of.

Every element - lighting, sound, movement, and monument - had purpose. There was spectacle, yes, but never at the cost of meaning.

3,500 performers, a flotilla of boats, 12 choreographed chapters, and an urban jungle turned stage - all executed with seamless precision. Behind the scenes, the logistical orchestration was nothing short of military-grade. But from the viewer's eye, it was poetry.

Results 

The numbers were as jaw-dropping as the visuals:

- 2 billion global viewers, one of the most-watched Olympic ceremonies ever

- 88% viewer approval across 15 countries (IOC study)

- 76% said it was the most memorable Opening Ceremony in Olympic history

- Headlines from The New York Times to Le Monde hailed the ceremony as “transformative” and “the future of global storytelling”

Why It Mattered

At its core, this campaign wasn't about Olympic branding or even national pride. It was about reclaiming public space in a divided world and reminding viewers - through art, not lectures - of the values that still connect us. Liberty. Equality. Fraternity. 

In a world full of walls—both digital and physical—Paris opened the floodgates to something different. The Paname 24 team didn’t just create a ceremony. They started a conversation. In French. On water. For the world.

Verdict: A creative masterstroke. Timely, timeless, and undeniably French.
Stars of the Seine: Paname 24, you earned every drop of that Grand Prix.

Also Read: <a href="https://www.storyboard18.com/advertising/cannes-lions-grand-prix-spotlight-budweisers-blink-sized-ads-hit-a-high-note-at-cannes-70970.htm">Cannes Lions Grand Prix Spotlight: Budweiser's blink-sized ads hit a high note at Cannes</a>

Cannes Lions Grand Prix Spotlight: Paris rewrote the rules of Olympic storytelling - and nailed the landing

Budweiser just pulled off the advertising equivalent of a mic drop - and it lasted all of one second.

At the 2025 Cannes Lions International Festival of Creativity, the beer giant snagged the Grand Prix in the Audio & Radio category with a campaign that defied every convention of modern advertising.

No celebrity cameos, no 60-second epics, no sweeping montages. Just the first few notes of the world's most iconic songs, blaring for one second across digital channels. That's it.

And yet, it hit harder than most full-length campaigns could dream of.

Also Read: <a href="https://www.storyboard18.com/advertising/watch-cannes-lions-2025-winners-from-day-1-publishing-audio-outdoor-and-more-70579.htm">WATCH: Cannes Lions 2025 winners from Day 1; Publishing, Audio, Outdoor and more</a>

Idea

Dubbed 'One Second Ads,' the campaign - conceived by Africa Creative DDB, São Paulo, - zeroed in on one obsession: music. Not just any music, but fanatic-level, sing-it-backwards, recognize-it-in-your-sleep kind of music.

After digging into fan behaviour, the creatives found a simple insight with explosive potential: true fans can identify a song from its very first note. No lyrics needed. No chorus. Just one beat and boom! And nostalgia, energy, and recognition kicked in. So why waste 29 more seconds?

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Budweiser distilled that flash of connection into a 1-second blitz. Imagine a TikTok or YouTube ad flashing the intro to Crazy in Love, Hey Jude, or Everlong. Just one second. No product shot. No voiceover. Just sound.

And then came the challenge: Think you're a real fan? Prove it. The ads urged viewers to guess the track, sparking an organic guessing game across Instagram, TikTok, X, and YouTube Shorts.

Unskippable: Literally and emotionally

In an age where ads are dodged, skipped, blocked, and buried, Budweiser made something impossible to ignore - because it was over before you could even move. But this wasn't just about speed. The campaign turned fans into participants, leveraging curiosity, ego, and bragging rights.

Suddenly, Budweiser wasn't just a sponsor of the music scene - it became part of the game. And crucially, part of the fandom.

Results

For something so short, One Second Ads left a long trail of numbers:

- +119% views above digital campaign benchmarks

- 68 million impressions within the first two weeks

- A wave of organic shares, reactions, and remix content

- And, of course, the biggest accolade in the business - A Cannes Lions Grand Prix

Budweiser's campaign is a lesson in restraint - an ultra-care trait in advertising, where more is often mistaken for better. It didn't rely on bombast or celebrity endorsements. Instead, it tapped into the intimate, almost tribal bond between people and the music they love.

Also Read: <a href="https://www.storyboard18.com/advertising/cannes-lions-grand-prix-spotlight-vaseline-took-on-tiktok-pseudoscience-and-won-big-at-cannes-70708.htm">Cannes Lions Grand Prix Spotlight: Vaseline took on TikTok pseudoscience, and won big at Cannes</a>

Cannes Lions Grand Prix Spotlight: Budweiser's blink-sized ads hit a high note at Cannes

The 2025 Cannes Lions International Festival of Creativity roared to life this week, and it didn't waste any time handing out its highest honours.

Among the early winners: a quiet petroleum jelly with a century-old legacy and a newfound Gen Z edge. That's right - Vaseline scooped up the Grand Prix in the Health & Wellness category for a campaign that did more than just sell a skincare staple. It made science go viral.

Also Read: <a href="https://www.storyboard18.com/advertising/cannes-lions-2025-india-wins-7-silver-ogilvy-talented-fcb-among-winners-70524.htm">Cannes Lions 2025: India wins 2 Gold, 7 Silver & Bronze Lions; Ogilvy, Havas, Talented, FCB among winners</a>

Idea

The campaign, aptly titled "Vaseline Verified", came from Ogilvy Singapore and was built around a simple, wildly relevant insight: the internet is full of skincare "hacks" - and not all of them are safe, smart, or even remotely sane.

If you've spent more than ten minutes on TikTok or YouTube Shorts, you've probably seen it: people using Vaseline in ways that range from genius to "please don't try this at home."

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Execution

Rather than ignore or fear the flood of DIY advice, Vaseline did something bold - it embraced the chaos and brought science into the conversation. 

In a move that blurred the lines between health authority and content creator, the brand began testing viral beauty hacks in its own labs. The good ones? They got a green check. The dangerous or misleading ones? A red flag and a calm, credible explanation as to why they were more hazard than help.

But this wasn't just another brand jumping on the "debunking TikTok trends" bandwagon. Vaseline Verified turned into a full-blown educational movement. 

Verified hacks in the campaign spanned a wide spectrum of clever and practical uses. From stopping hair dye stains on skin, taming frizzy flyaways, loosening tight rings or bangles, and protecting leather goods, to even quirky fixes like preventing lip burn before devouring spicy food. 

The global rollout began on April 7, with influencer-led content driving buzz in key markets like the UK and South Africa, and eye-catching OOH/DOOH ads lighting up busy London streets.

Numbers

The numbers told their own story. The campaign hit 63.3 million social interactions, saw 43% sales increase, and managed to rack up 7.1 million organic views - all while maintaining a whopping 87% positive sentiment rate. For a legacy brand, that's a digital mic drop.

By encouraging users to share their own tips using hashtags like #vaselineverified and #itsavaselineworld across TikTok and YouTube, Vaseline turned passive viewers into active participants.

In a festival where ideas are judged on effectiveness, bravery, and cultural traction, Vaseline Verified stood out by doing something most health-related brands struggle with: it spoke Gen Z's language without dumbing down the science.

So next time you're tempted to slather petroleum jelly on your eyelashes because someone on the internet said it would make them grow overnight, remember: check if it's Vaseline Verified. Because, Cannes already did.

Also Read: <a href="https://www.storyboard18.com/agency-news/cannes-lions-grand-prix-spotlight-kitkat-swapped-smartphones-for-chocolate-and-it-was-brilliant-70609.htm">Cannes Lions Grand Prix Spotlight: KitKat swapped smartphones for chocolate - and it was brilliant</a>

Cannes Lions Grand Prix Spotlight: Vaseline took on TikTok pseudoscience, and won big at Cannes

In a digital age where thumbs scroll faster than thoughts and eye contact is practically vintage, KitKat's "Phone Break" campaign came in like a chocolatey slap to our screen-addicted faces. And it worked. 

Not only did it resonate globally - it won the Czech Republic its first-ever Grand Prix at the Cannes Lions International Festival of Creativity.

Launched in April 2025 by VML Czechia, the campaign reimagined the iconic "Have a break, have a KitKat" line - without actually saying it.

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Instead, it showed it, by literally replacing smartphones with KitKats in outdoor ads. No text. No CTAs. Just deliciously awkward moments where people looked longingly at what appeared to be their phones... only they were clutching a KitKat bar.

Insight

We're all guilty of being phone zombies. Research cited by the team behind the campaign revealed that the average person spends nearly 4 hours a day on their phone. And despite being hyperconnected, most people report feeling more relaxed and recharged when they go offline. KitKat simply took this insight and ran with it - all the way to the streets, not the screens.

The Twist

In world drowning in digital campaigns, KitKat ditched digital altogether. No Instagram reels. No TikTok filters. No paid influencers. Just old-school billboards and posters. 

And the irony? That analog approach cut through because it wasn't fighting for space in your feed - it confronted you IRL (in real life).

And here's the design mic-drop moment: smartphones and KitKat bars are the same shape. That simple physical similarity turned into a massive visual punchline. Because when you look at your phone 300 times a day, seeing someone fondling a KitKat like it's a device triggers something primal, "Wait... do I need a break?"

Results

Without a cent spent on digital media, "Phone Break" made noise the old-fashioned way. It was picked up by major creative publications like Muse by Clio, LBB, and Adweek, generating over 2.6 million online impressions.

More importantly, it reminded a hyperconnected world to look up - preferably while chewing chocolate.

And it made history. The Czech Republic, never before on Cannes Lions' Grand Prix scoreboard, now has its name etched among advertising's elite, thanks to this delightfully subversive twist on a 68-year old slogan.

<img src="https://images.storyboard18.com/storyboard18/2025/06/VML-Czechia-2025-06-43f5238c0867be545b93eec85bcc17df-1024x576.jpg" alt="" width="750" height="422" class="alignnone size-large wp-image-70613" />

Also Read: <a href="https://www.storyboard18.com/advertising/watch-cannes-lions-2025-winners-from-day-1-publishing-audio-outdoor-and-more-70579.htm">WATCH: Cannes Lions 2025 winners from Day 1; Publishing, Audio, Outdoor and more</a>

Cannes Lions Grand Prix Spotlight: KitKat swapped smartphones for chocolate - and it was brilliant

In a year where marketers kept tossing around "tech for good" like confetti, AT&T actually delivered. Their 5G Helmet campaign didn't just push product - it shifted perspectives.

At the center of it all was Gallaudet University, the world's only liberal arts college for the deaf and hard of hearing. AT&T could have dropped some generic "we connect people" slogan and called it a day.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-how-ifood-served-up-football-and-a-23-sales-boost-69873.htm">Global Ads Spotlight: How iFood served up football - and a 23% sales boost</a>

Instead, they rolled up their sleeves, partnered with Gallaudet's football team, and built a real, working piece of tech: a 5G-connected football helmet.

Yes, a helmet. But not just any helmet.

This one had an in-visor AR display that translated a coach's play into real-time visual instructions - giving deaf athletes access to instantaneous game-time communication for the first time. 

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No delays. No second-hand signals. Just direct, on-field intel like every other NCAA players gets. Think of it as the closed captioning of college football, only cooler.

The campaign didn't just go live - it went loud. ESPN College Gameday and Good Morning America debuted the tech with a documentary-style film chronicling the making of the helmet and the athletes using it.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-vaselines-transition-body-lotion-campaign-a-ground-breaking-step-for-inclusivity-66596.htm">Global Ads Spotlight: Vaseline's 'Transition Body Lotion' campaign - a ground-breaking step for inclusivity</a>

Then came the moment: Gallaudet's team took the field wearing the helmet in an NCAA game - and won! If you were looking for a brand moment that didn't feel manufactured, this was it. No actors. No punchlines. Just players, playing harder and smarter.

And the storytelling didn't fumble either. A 60-second spot aired during College Gameday, set to a stunning cover of "The Sound of Silence" by Amira Unplugged - a hard of hearing, Black Muslim artist. It was emotional, powerful, and didn't need to shout to be heard.

The numbers backed it up too:

- 4.5 billion earned impressions

- 1,900+ media mentions

- 465 million social reach

- Plus a D&AD Pencil and One Show win to lock it in the industry's hall of fame.

But the real win wasn't measured in awards or impressions. It was in the quiet revolution it sparked for inclusive sports tech.

AT&T didn't sell a product - they solved a problem. And in doing so, they redefined what connection means in a world that often leaves people out of the huddle.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-check-how-doritos-made-noise-by-killing-the-crunch-65739.htm">Global Ads Spotlight: Check how Doritos made noise by killing the 'crunch'</a>

Global Ads Spotlight: This AT&T campaign didn’t just talk inclusion - it delivered it on the field

The 2023 Women's FIFA World Cup was set to be a global celebration of women's football - except in Brazil, where enthusiasm was running ice cold.

Despite the country's famous football fever, just 25% of Brazilians said they planned to watch the games, according to the Ibope Audience Institute. And in a true reflection of that lack of interest, no open TV channel in Brazil bothered to buy the broadcast rights for the full tournament.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-7-eleven-hijacked-the-nfl-spotlight-without-paying-a-dime-69725.htm">Global Ads Spotlight: Here's how 7-Eleven hijacked the NFL spotlight without paying a dime</a>

Enter iFood - Brazil's popular food delivery app, revered by 50 million users across the country. While TV networks were ignoring the Women's World Cup, iFood saw an opportunity to deliver the beautiful game straight to the people - along with their pizzas and pastéis.

The Big Idea

The strategy was simple: since Brazilians couldn't easily watch the matches, iFood would become their unlikely go-to sports broadcaster. The app already had 38 minutes of user engagement per week, and with rights to stream all 64 matches, iFood turned casual snack time into game time.

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Come for the food, stay for the game. Come for the game, stay for the food. It was a mutually reinforcing loop that worked seamlessly.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-tide-turned-internet-messes-into-marketing-gold-69533.htm">Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold</a>

iFood also partnered with Casimiro, the world's biggest YouTube sports streamer, whose entertaining live commentary was streamed inside the app for free. The result? The iFood app became an all-in-one second screen-experience - no more flipping channels or hunting for sketchy streams.

The campaign didn't rely on traditional ads. It used the app itself as the media platform, giving all users instant access to every match. The seamless user experience - one tap for burgers and goals - blurred the line between commerce and content in a way few brands have managed to pull off.

And the numbers? Mouth-watering.

- 21 million people watched matches inside the iFood app.

- Orders spiked by 23% compared to the same period the previous year.

- The campaign generated 4.5 million in earned media. 

- It also boosted positive brand sentiment to 86%, reinforcing iFood's crown as Brazil's most loved brand.

Why it Worked?

While many brands talk about purpose, iFood actually delivered on it - literally. By stepping in where TV broadcasters failed, the brand championed women's sport, gave fans an easy way to support the Brazilian team, and made sure nobody had to choose between dinner and the game.

And strategically, it was a masterclass in turning passive engagement into active transactions. Fans who came for football were tempted to stay for food - and vice versa. The result was not just goodwill, but serious sales.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-doordash-turned-super-bowl-ads-into-a-giveaway-frenzy-find-out-how-61559.htm">Global Ads Spotlight: DoorDash turned Super Bowl ads into a giveaway frenzy. Find out how!</a>

Global Ads Spotlight: How iFood served up football - and a 23% sales boost

The NFL isn't just a sports league. It's a cultural juggernaut. With an average of 18 million people tuning in per game, the playing field is as much about eyeballs and brand integrations as it is about touchdowns. 

Big brands pay millions for the privilege of being seen on the field. But this past season, convenience chain 7-Eleven proved you don't need an official sponsorship to own the moment - you just need to be opportunistic.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-tide-turned-internet-messes-into-marketing-gold-69533.htm">Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold</a>

The unlikely star of this marketing masterstroke? Cincinnati Bengals wide receiver Ja'Marr Chase. Coming off a frustrating game when he felt ignored despite being wide open, Chase vented to reporters post game, "I'm open. I'm always f***ing open."

In the days that followed, he doubled down - joking in interviews and on social media that his style of play was like 7-Eleven: always open.

Here's the kicker: this wasn't some cooked-up influencer deal. Chase wasn't paid. He wasn't prompted. The brand wasn't even in on it - at first.

Sensing gold, the teams at 7-Eleven and Dentsu Creative pounced. Within 48 hours, they'd built an entire merch line around Ja'Marr's off-the-cuff comparison. The "Always Open" collection featured hoodies, tees, and a flashy gold chain with the iconic 7-Eleven logo. The campaign home base? A hastily launched microsite: IsJamarrOpen.com.

<img src="https://images.storyboard18.com/storyboard18/2025/06/jamarr-chase-2025-06-3a6c5ee32164bd5b49a2ab56887bf8b0-1024x576.jpg" alt="" width="750" height="422" class="alignnone size-large wp-image-69729" />

Ahead of his next game, Chase walked into the stadium - the NFL's equivalent of a runway for pre-game fits - sporting 7-Eleven's "Always Open" gear and chain. And the pièce de résistance? He wore the chain on the field itself. Every catch, every replay, every highlight flashed that unmistakable 7-Eleven logo. No brand deal with the NFL. No official rights bought. Just pure, earned media brilliance.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-check-how-doritos-made-noise-by-killing-the-crunch-65739.htm">Global Ads Spotlight: Check how Doritos made noise by killing the 'crunch'</a>

For game day, 7-Eleven doubled down with a coordinated takeover across its own stores and social channels, rebranding locations in Chase’s honor. It was a flex that resonated well beyond the retail world.

The results?

- Over 500 million impressions

- Entire merch line sold out in 48 hours

- $166,167 in merch sales during the first week alone

- Millions in free media value and cultural buzz

- Two shiny Clio Awards (Gold in Real Time Response and Bronze for Use of Talent & Influencers)

In a sports marketing landscape dominated by bloated sponsorship deals and official partnerships, 7-Eleven’s agile, irreverent play was a refreshing reminder of how powerful brand listening and a fast-moving creative team can be.

And as the NFL season carried on, one phrase kept echoing across fan feeds and sports talk: 7-Eleven. Always Open.

Not bad for a convenience store that didn’t even have a seat at the NFL table, until it made one for itself.

Also Read: <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-when-marina-prieto-revived-the-future-of-spains-subway-advertising-68272.htm">Global Ads Spotlight: When Marina Prieto revived the future of Spain’s subway advertising</a>

Global Ads Spotlight: Here's how 7-Eleven hijacked the NFL spotlight without paying a dime

Laundry detergent is not exactly what you expect to see dominating your social feed - unless it's Tide. 

The American brand managed to turn a basic household chore into a full-blown cultural moment with its "Gonna Need More Tide" campaign, cleverly using internet behaviour to drive a surge in sales and change consumer perception.

And they did it the smart way: by weaponizing our obsession with viral masses.

Premise

The insight was simple but potent: washing machines have ballooned in size over the past decade, growing 20% larger. That meant bigger loads and more stubborn stains.

Yet consumers were blissfully unaware that their standard detergent simply couldn't keep up. Even worse, they were reluctant to pay more for a "solution" they didn't think they needed. Classic marketing conundrum.

Enter Power PODS - Tide's souped-up detergent packs, boasting 85% more cleaning power. The only question was: how do you convince people they're not cleaning well enough when they think they are?

Also Read: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-apples-fuzzy-feelings-melted-the-internet-and-won-awards-doing-it-68443.htm">Global Ads Spotlight: Apple's 'Fuzzy Feelings' melted the internet - and won awards doing it</a>

Enter the viral clean-up crew

The team at Tide and Saatchi & Saatchi spotted gold where many brands hesitate to tread: user-generated content. They noticed the internet is overflowing with videos of life's messiest moments - wine spills, food fights, muddy pets, toddlers gone rogue. 

Instead of staging artificial ads, they leaned into the raw reality of these viral clips.

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To glue it all together, they recruited actor and internet favourite Kumail Nanjiani, whose dry humour and relatable presence made him the perfect face of the campaign.

Tide seamlessly inserted Nanjiani into the chaotic footage, where he cheekily pointed out the need for stronger cleaning power. The tagline? "Gonna Need More Tide."

The campaign wasn't a one-and-one video push. Tide actively engaged with TikTok users, hopping into comment sections and feeding the conversation.

Soon enough, "Gonna Need More Tide" became part of the internet's lexicon - not just a slogan, but an inside joke for every coffee spill and sauce-stained shirt.

And it worked. The campaign chalked up 10.3 billion impressions, 145% sales increase for Power PODS, with it becoming the #1 selling form of detergent.

Awards and Recognition

Industry recognition followed quickly. The campaign cleaned up at Cannes Lions with multiple Golds, Silvers, and Bronze awards in Social and Film categories. It also earned top honours at D&AD, The One Show, and Effies. 

What Tide's campaign reminded us is that people don't want to be told they have a problem - they want to see it (preferably with a kick of humour).

By making consumers laugh at their own messes and showing them an effective solution, Tide transformed Power PODS from a premium product into an everyday essential.

Also Read: <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-how-uber-eats-turned-boring-promo-codes-into-a-halloween-horror-hit-69270.htm">Global Ads Spotlight: How Uber Eats turned boring promo codes into a Halloween horror hit</a>

Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold

When it comes to Halloween, Americans love two things: candy and scares. Uber Eats figured out how to deliver both - and a business boost - with one wickedly smart campaign.

For years, Uber Eats was known mostly as a restaurant delivery service. Its Grocery & Retail vertical? Barely on the radar. But Halloween presented the perfect opportunity.
Americans spend over $3 billion on candy each year - a sugar rush that Uber Eats wanted to tap.

Yet they faced a crowded field. Everyone was screaming for attention, from big-box stores to corner shops, armed with bland promo codes like SPOOKY10 and TRICKORTREAT. Uber Eats knew they'd need a sharper hook.

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The insight that slayed

Rather than treat Halloween like just another commerce event, Uber Eats leaned into the spirit of horror itself. The insight was simple: horror fans care about the details. They don't just want "spooky" - they want authentic scares. A half-baked brand experience would break the illusion.

So, instead of cranking out generic discounts, Uber Eats went deep into fandom territory. The team partnered with Hollywood studios to license iconic horror IP. They turned famous quotes - think "I see dead people" and "Do you want to play a game?" - into eerie promo codes.

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But here's the killer twist: the codes weren't handed out easily. Each day leading up to Halloween, Uber Eats released these quotes with most of the letters missing. Fans had to piece them together, like detectives in a horror movie. Only once cracked could the code unlock a hefty 60% candy discount.

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Execution that chilled - and thrilled

The Horror Codes campaign ran everywhere horror fans were lurking:

- Motion posters, transit displays, and LED billboards teased incomplete codes.

- Paid and organic social stoked engagement.

- Online horror communities buzzed with puzzle-solving chatter.

- Even Uber drivers' in-car tablets featured clues for riders to solve.

The campaign cleverly blurred the line between entertainment and marketing. Fans weren't just passive viewers - they became active players. They scoured clues, debated solutions online, and proudly shared their success.

Uber Eats encouraged this fandom frenzy, engaging with users across X, TikTok, and Instagram. By Halloween night, the Horror Codes had become a full-blown social event.

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Results

The numbers speak for themselves: 

- 290,000 promo code applications within eight hours of launch.

- Over 2 million by Halloween night.

- 44% of participants were new users to Uber Eats’ Grocery & Retail vertical.

- 65% lift in grocery and retail basket size during the campaign.

- 57% post-Halloween retention among participants.

- 96.3 million impressions across Uber ad surfaces.

- 10,000+ organic social engagements - from horror superfans to casual candy hunters.

In short, Uber Eats didn't just run a promo - they created a cultural moment. While competitors begged customers to remember dull discounts, Uber Eats turned finding a code into a thrilling, shareable game.

Horror Codes delivered Uber Eats the most successful Grocery & Retail promo campaign in its history. It showed that even in a discount-driven category, a sharp creative idea - one rooted in genuine fandom - can cut through the noise and drive serious business results.

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Global Ads Spotlight: How Uber Eats turned boring promo codes into a Halloween horror hit

Imagine traveling in a car with the window shutters up, and the air conditioner’s fumes creating nauseousness. Or, visualise being at unease after a heavy meal and having to immediately travel irrespective of the mode. Is there a possibility that barf bags would have to be our companion for the rest of the journey? Answer: Yes!


Today, with different branded anti-nausea medicines within one’s reach, there is not just stiffer competition amongst them, but the dependency on barf bags have significantly reduced. However, Dramamine, the leading anti-nausea brand in the US empathised with this outcome, since their success was inadvertently responsible for the industry’s decline. And, their origins date back to 1949!


As their 75th anniversary was approaching, the brand Introduced ‘The Last Barf Bag’, an integrated campaign by FCB Chicago, to bid them a farewell and also the world of their effectiveness in combating nausea.


What did ‘The Last Barf Bag’ do?


The campaign opened up with an executive at the Dramamine headquarter receiving a letter from the barf bag community who touched upon the declining industry due to the success of the anti-nausea brand.


What followed next is a series of humorous takes with the bytes of the barf bag collectors included, where, one of them called the brand terrible, and the other sighed that the barf bag industry should die with dignity.


The campaign was accompanied with a 13 minute long documentary ‘The Last Barf bag: A Tribute to a Cultural icon’ that also contained facts revolving around the cosmos of barf bags, including interviews of the barf bag collectors.


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The reception was stupendous. Leading media outlets had a blast reviewing it, and the headlines did spotlight the declining industry. Dramamine went a step ahead and designed an e-commerce platform, where the sale of re-imagined barf bags—which are not barf bags—for different purposes, along with the motion sickness medicine were met with positive results.


The campaign garnered more than 650 mm impressions in the first three weeks of its roll out. Dramamine clinched the coveted trophy as the most preferred brand by witnessing a 23 percent increase in brand engagement, and a 26 percent increase in brand sales.


The campaign won the Grand Prix in the Health & Wellness category at the 2024 Cannes Lions. In a time when certain once-upon-a-time necessities are fading, Dramamine’s ‘The Last Barf Bag’ is a case study for the marketers on how distancing the spotlight away from them can indeed bring them back in the limelight. 


Read More: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-oreocodes-cracked-the-commerce-code-68889.htm">Global Ads Spotlight: Here's how OREOCODES cracked the commerce code </a>

Global Ads Spotlight: When Dramamine spotlighted the declining barf bag industry

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