Our colleagues from around the globe show how creativity can connect brands to their audiences in a relevant, lasting, and meaningful way.
“At Serviceplan Group, we believe creativity becomes truly powerful when disciplines, cultures, and ideas are seamlessly connected. These five cases show how a shared vision and boundless collaboration can turn small insights into global innovations,” says Annabelle Klop, Managing Director of Serviceplan Amsterdam.
Five colleagues from the United Kingdom, Spain, Saudi Arabia, Germany, and Belgium share what makes their entries so unique.
Redesigning product packaging to guarantee price stability in times of economic uncertainty.
Design as a messenger
“The success of the PENNY Price Packs campaign lies in its creative simplicity. The packaging is the message: price certainty in uncertain times. Timely, clean, and eye-catching design made the ‘Price Packs’ stand out immediately on the shelves. The result? Customers didn’t just choose the low price — they chose the pack itself. You rarely see this kind of solution for everyday products like bread, mayonnaise, or flour. With this innovation, PENNY sent a powerful message: transparency and stability matter. Customers could literally see (and take home!) that PENNY supports them — a smart move to boost trust and loyalty.”
Ella Britton, Strategy Director and Head of Creative Planning at Mediaplus UK
The world’s first financial product that turns breastfeeding into savings, recognizing the financial and personal sacrifices of mothers.
“HerConomy is more than a creative concept — it’s a much-needed intervention. At its heart is a shocking insight: Nigerian mothers face serious financial risks if they choose breastfeeding over formula. This campaign doesn’t just raise awareness — it offers a tangible solution. By earning interest on the money they would otherwise spend on formula, breastfeeding becomes a way to save. A thoughtful, empathetic approach with real impact — one that supports individual women and permanently reshapes how we view breastfeeding.”
Sara Eid, Regional Creative Director at Serviceplan Arabia
AC Milan players temporarily wore their mothers’ first names on their jerseys to draw attention to Italian Law 131, which limits a mother’s right to pass on her surname.
“Wouldn’t you also want to carry your mother’s last name? And pass on both names to your children? This stunt forces you to think — and it hits you right away. When I first saw it, I didn’t feel the usual creative jealousy, but awe and warmth instead. It’s universal, human, and a well-deserved winner of numerous awards and global media attention.”
Philippe Fass, Executive Creative Director at Serviceplan Group Benelux
Linking Tiffany’s iconic blue to ocean conservation: the campaign supports marine ecosystem preservation projects.
A brand color with a mission
“As a creative in Spain, surrounded by almost 8,000 km of coastline, the sea is more than scenery — it’s part of our culture and daily life. That’s why the 1837 Tiffany Blue Conservation campaign speaks to me. It uses the universal language of the ocean. By connecting Tiffany Blue with ocean preservation, the brand color becomes a symbol of shared responsibility. It shows how a strong brand can contribute to a major societal challenge.”
Ruth Santana Zarzo, Creative Media Director at Mediaplus Equmedia Spain
A museum experience where the brainwaves of the world’s greatest thinkers are transformed live into digital artworks — a fusion of neuroscience, technology, and storytelling.
“The UAE doesn’t do things halfway, and Saadiyat Cultural District proves it. With more than seven world-famous museums, like the Louvre and Guggenheim, the opening called for an equally grand idea. Neural Murals invites you into the minds of creators. Led by Oprah Winfrey, their brainwaves are translated in real time into ever-evolving art. A poetic blend of science, storytelling, and culture — a perfect match of digital finesse and immersive experience.”
Andy Wyeth, Managing Director at Serviceplan Cologne
Cannes, here we come!
We proudly step into the Cannes Lions arena with these boundary-pushing cases, showing what’s possible when creativity transcends cultures and disciplines!
Author: Annabelle Klop, Managing Director at Serviceplan Amsterdam.
Want to put your brand in the spotlight too? Connect directly with Annabelle for an exploratory conversation:
a.klop@house-of-communication.com
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