Always transformed a simple phrase into a powerful statement on confidence and gender perception. The campaign showed how young girls’ self-esteem drops during puberty — and flipped “like a girl” from an insult to a badge of pride. It became one of the most awarded campaigns in advertising history, proving that emotional truth and cultural timing can change global conversation.

Apple empowered everyday users to become the brand’s storytellers through real-life photos and videos captured entirely on iPhone. The campaign blurred the line between advertising and art, celebrating human creativity while subtly demonstrating product quality. It showed how storytelling can elevate technology into a tool for self-expression and connection.

Airbnb built one of the world’s most human brands by telling stories about travelers finding belonging in unexpected places. Through heartfelt visuals and real host-guest experiences, the campaign connected people across cultures and backgrounds. It reframed travel from a transaction into a shared journey of empathy, trust, and community.