7th Edition
Welcome to the AHA! Newsletter, where we dive into standout campaigns from across Publicis Groupe, showcasing the creativity and insight that power our work. Each issue offers a window into the brilliant ideas and talent within our global network, delivering those moments when everything clicks—the AHA! moments that spark fresh inspiration and new possibilities.
Meatbäll Marinara
- Agency: Saatchi & Saatchi London
- Client: Subway
SUBWAY’s Oxford Street activation is a sharp example of reactive marketing done right. By hijacking IKEA’s launch moment, the brand cleverly redirected attention back to itself. A confident move that shows it understands the power of cultural timing.
What makes this work is its simplicity and tone: cheeky, not confrontational. IKEA’s opening was a genuine cultural moment for Londoners, full of hype and goodwill. Subway tapped into that energy by flipping IKEA’s own brand cues in its favor, carving out a small but meaningful share of the spotlight. With minimal effort, it became IKEA’s day, and a little bit Subway’s too.
This activation positions the brand as culturally aware, quick-witted, and unafraid to punch above its weight. More than a stunt, it’s a statement: Subway is always part of the conversation, and ready to lead when the moment’s right.
Menuless
- Agency: Leo Burnett Dubai
- Client: McDonald's
McDONALD’s latest KSA campaign is a bold tribute to consumer loyalty. By removing its menu from every restaurant, the brand puts full trust in its customers. Celebrating a relationship so familiar, it no longer needs instructions.
This works because it taps into something deeply ingrained, the kind of connection built quietly over time. After decades of shared history, McDonald’s has become second nature to its audience. Ordering without a menu is not a stunt, it’s a quiet proof of how deeply the brand lives in people’s minds. There’s comfort in that familiarity, and confidence in knowing exactly what you want before you even walk in.
More than a campaign, this reinforces the brand as a cultural mainstay. While others compete with novelty, McDonald’s shows that enduring relevance comes from being woven into people’s lives over time. No menu required.
The Pet-Ition
- Agency: Publicis Toronto
- Client: Mattie's Place
MATTIE'S PLACE, a Canadian volunteer-run pet rescue, launched The Pet-ition, a campaign aimed at strengthening Canada’s animal welfare laws by recognising animals as sentient beings rather than property.
Using a loophole in petition law, the campaign allowed pets to "sign" with their unique paw prints. Launched at North America’s Large Dog Festival, The Pet-ition gathered thousands of signatures through events and partnerships with pet stores and rescues.
The campaign culminated in a historic presentation to the House of Commons, with support from Federal MP Julie Debrusin, bringing much-needed attention to the cause and positioning Mattie’s Place as a key advocate for animal rights reform in Canada.
Wherever It Takes You
- Agency: Le Pub, Milan
- Client: Tinder
TINDER’s European campaign ‘Wherever It Takes You’ turns a single ‘Like’ into a catalyst for life-changing connections.
Using the real story of dance duo Brutalismus 3000—who met on Tinder and built both a relationship and became a celebrated act in European dance music.—the campaign highlights the ripple effect of small actions.
By showing how one swipe shaped their future, Tinder reinforces its role in sparking connections that go far beyond romance. Timed with dating ‘peak season,’ the film also lands as engagement on the app surges.