1. Skip the swab, pop the gum.

I don't know about you, but growing up, chewing gum was considered almost rude. An act of rebellion that got you detention and left sidewalks and classroom desks splattered with sticky evidence. Now, it can potentially save someone's life. Hero Gum makes joining the stem cell donor registry simple and fun: instead of awkward mouth swabs or clinic visits, the gum itself collects the DNA-rich cheek cells needed for tissue typing, turning what used to feel clinical into something that actually tastes good.

This isn't just about convenience. It's how they've reframed a process that sounds intimidating (stem cell donation) into something as casual as popping a piece of gum. By making registration feel effortless, and even enjoyable, Hero Gum could genuinely expand the donor pool, especially among younger, more diverse populations who might skip traditional sign-up drives. It’s the kind of brilliantly simple idea that makes you wonder why it took this long to realize that saving lives doesn’t always have to feel like a big, scary commitment.

2. The rise of zit chic.

When I was a teenager, I had a lot of acne. I remember spending countless mornings desperately trying to cover up pimples with concealer that never quite matched, and somehow always made things look worse. Starface is exactly what I wish I’d had back then: a company that looked at the universal experience of acne shame and said, “Screw it, let’s turn breakouts into bright yellow, star-shaped accessories people actually want to show off.”

Their hydrocolloid Hydro-Stars have built a $90 million business by transforming pimple patches from medical necessities into fashion statements that Gen Z wears like badges of honor. What started as a simple flip of beauty-industry messaging became a cultural phenomenon during the pandemic, when video calls helped normalize wearing tiny stickers on your face. Whether the patches actually work better than traditional treatments is debatable, but their power as confidence boosters is undeniable. Sometimes the best medicine isn’t just what heals your skin, it’s what helps you accept it.

3. Self-love, pop star–approved.

Harry Styles just proved that celebrity brand extensions have officially reached peak absurdity. And somehow, it’s working. The former One Direction heartthrob launched a double-sided vibrator through his lifestyle brand Pleasing. Within three days, it was completely sold out. Which means, somewhere out there, people are refreshing a website hoping to buy Harry Styles–branded sex toys the same way they once camped out for concert tickets.

What makes this fascinating isn't just the shock factor. It's how celebrity endorsement has become the ultimate trust signal in an oversaturated market. When you're scrolling through hundreds of identical-looking products online, having Harry Styles' name attached cuts through the noise instantly. The fact that he partnered with actual sex educator Zoë Ligon shows there's substance behind the star power. But let's be honest, most buyers probably care more about the Pleasing logo than the technical specs. It's the same psychology that makes Fenty Beauty or Rare Beauty fly off shelves: we'd rather buy from someone whose taste we trust than navigate endless anonymous options. Celebrity brands aren't just selling products anymore; they're selling curation and confidence.

Bonus curious thing: closing the imagination gap.

Sometimes the hardest part of a campaign isn’t the concept. It’s getting it made. We recently worked with ZOE, a UK wellness brand, on a U.S. launch campaign that started with an insight about health-washed snacks... and ended with a full-blown corner store reimagining. With a little help from AI, we found a way to get everyone in the meeting excited.