5th 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.
McRib Is Really Back
- Agency: Leo Burnett London
- Client: McDonald's
MC DONALD's UK is officially bringing back the McRib, and they pulled it off with a playful campaign. It all started with some “accidental” hints—like glitchy app notifications and mysterious ads—that got fans buzzing about the BBQ pork sandwich's return.
Now, the wait is over! McDonald’s released a short ad set to DMX’s “Party Up (Up in Here)” to boldly announce: “The McRib is back.”
This campaign cleverly engages fans and builds excitement through humour and mystery, showcasing McDonald’s understanding of its audience’s love for the McRib while keeping them entertained along the way.
Neglect Hides In Plain Sight
- Agency: Leo Burnett Singapore
- Client: SPA Singapore
The SPCA Singapore launched the “Neglect Hides in Plain Sight” campaign to address a shocking 174% rise in animal neglect cases since the pandemic, especially among cats, rabbits, and small pets.
The campaign features a social experiment that displays a cat’s gradual decline over a week on a large screen at Yishun Bus Interchange. This powerful visual challenges passersby to recognise the often-overlooked signs of neglect and reflect on their responsibilities as pet owners.
The activation video shared on social media has sparked conversations about animal welfare and inspired owners to improve their care. The campaign stands out for its emotional storytelling, making the issue of neglect relatable and urging immediate action from the community.
Letting Go
- Agency: Publicis Toronto
- Client: Canadian Tire
CANADIAN TIRE’s 'Letting Go' campaign tackles the surprising fact that many Canadians don’t know the store offers over 1,000 new sale items every week. It highlights the quality, variety, and affordability of these deals, encouraging shoppers to take advantage.
Blending humour with emotion, this fresh perspective transforms sales from transactional to memorable, reinforcing Canadian Tire as a trusted destination for value and variety. By making discounts feel personal, the campaign ensures shoppers recognise the brand’s ongoing commitment to great deals—week after week.
Invisible Dogs
- Agency: Saatchi & Saatchi Poland
- Client: Na Paluchu, Poland
Na Paluchu animal shelter in Warsaw tackled Black Dog Syndrome—the bias against black dogs in shelters—with their Invisible Dogs campaign. Black dogs are often seen as less appealing and harder to photograph, making adoption tougher.
To change this, the campaign used 3D modeling to create lifelike visuals that highlighted the beauty of black dogs. Launched on World Homeless Animals Day, it increased their visibility with posters, animations, and a dedicated website.
Despite no media budget, Invisible Dogs reached over 6 million people, proving that reframing perception can drive real change—leading to adoption inquiries and finally finding homes for long-overlooked dogs like Dragon and Badu, who had been waiting for 483 days in the shelter.