A lot of women live with straight couch potatoe men. The kind of men, who turn the TV on, the moment they get home. So…LG decided to pick 5 desperate housewives and make their dream come true. How? By smashing their husband’s TV in front of them!
The desperate husband’s reaction were recorded with candid cameras that were installed in the house while they were away at work. The videos were then made into 5 viral which ended up having over 200,000 views on Flix (Israel’s leading video host).
A Glass of Water was a challenge created by Saatchi & Saatchi Stockholm for Toyota in Sweden. Its mission was to help drivers cut down their fuel consumption by 10% and ultimately reduce CO2 emissions to help achieve Toyota’s zero-emission vision.
So when the drivers registered on the program website, they accepted the challenge to place a glass of water on their dashboards or cup holders and then drive in a smooth manner that avoided spillage.
According to Toyota, the less you spill, the gentler you drive and therefore the less fuel you consume.
A shopping cart appears where it should not be. It is spotted racing through neighbourhood streets, then turning up abandoned in unlikely corners of Rome. People start talking because the “protagonist” is absurdly familiar. The cart is the symbol of value, and now it is behaving like it has a mind of its own.
Saatchi & Saatchi Milan built this mystery for Carrefour Italia to support the rollout of 106 new Carrefour Markets in Lazio, grounded in the brand’s “Positive every day” positioning. The creative idea is simple. Value for money is an appeal people struggle to resist. So the carts become the carriers of that temptation.
The activation is designed as a two-phase integrated campaign. First, it seeds sightings and curiosity across multiple channels at the same time. Then it resolves the story by revealing where all those carts are heading.
In large-scale retail launches, integrated campaigns work best when one story can travel from street to screen to store without changing its meaning.
The first phase plays like breaking news. A live-feeling street presence. Transit placements. News-style content. Online video. Each touchpoint adds another “sighting” so the mystery grows without needing complex explanation.
The choice of protagonist matters. A shopping cart is instantly readable, and it already carries the promise of savings. When you animate that object, you turn a pricing message into a narrative people retell.
The second phase keeps the same media system but shifts the objective. It moves from “have you seen it” to “here is where it is going.” The reveal connects the runaway-cart story to the new Carrefour Market openings, so the attention converts into a clear destination and a clear reason.
This is value communication that does not feel like a leaflet. It uses curiosity, pattern recognition, and a small dose of humour to make people look twice. The pricing promise stays present, but it arrives through a chase, not a claim.
It is an integrated Carrefour Italia campaign where shopping carts are staged as “escaping” across Rome to build curiosity, then the story resolves by linking the carts to new Carrefour Market openings in Lazio.
Shopping carts are universal retail symbols and naturally connected to value for money. Turning them into characters makes the savings message feel like a story rather than a promotion.
It means multiple media channels run in parallel and reinforce the same narrative. Each channel adds sightings, social proof, or explanation, so the mystery grows consistently across the city.
Because it builds attention before asking for action. The teaser creates talk and curiosity. The reveal converts that attention into a clear destination, which fits the goal of driving visits to new locations.
If the reveal is weak or delayed, people feel tricked. The payoff has to be satisfying, and it must clearly connect the story to a real store or offer.
