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MOI Scoop
Campaigns
Storytelling
Turning Heads
Experiences
Trends
ISSUE #20
Jul 25
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around. Features images and articles from multiple online sources, shared for inspiration purposes only, not commercial use. © various owners (see URLs throughout for more information).
Rodd Chant's experience is plentiful – from rock bass player to concert lighting designer, clothing brand owner and music sales rep. But today, it's his award-winning creativity and advertising skills that have made him a Top Voice on LinkedIn, sharing his expertise and mentoring the next generation of creative talent.
MOI: What do you think it takes to turn heads in the age of the attention economy?
Rodd: It all starts with a great idea, something that jumps off a screen, page, surface, or wherever.
No idea means less chance of attention. Simple.
If you’re going to interrupt someone’s day with a brand message, make it worth their time. Reward them. If you want something from them, you first have to give them something.
MOI: What recent campaign turned your head and made you think: "Damn, I wish I did that"
Rodd: There are two.
MOI: What's your secret to getting attention and turning heads?
Rodd: Don’t blend in.
By that I mean, don’t have a folio like everyone else, don’t only think of ads, don’t wait for opportunities…go and make them happen by creating work that stands out, even if only for small clients you find on your own. Be proactive. The best jobs are rarely advertised. Nobody is out there looking for you, so you need to find a way for them to bump into you.
Rodd Chant's experience is plentiful – from rock bass player to concert lighting designer, clothing brand owner and music sales rep. But today, it's his award-winning creativity and advertising skills that have made him a Top Voice on LinkedIn, sharing his expertise and mentoring the next generation of creative talent.
MOI: What do you think it takes to turn heads in the age of the attention economy?
Rodd: It all starts with a great idea, something that jumps off a screen, page, surface, or wherever.
No idea means less chance of attention. Simple.
If you’re going to interrupt someone’s day with a brand message, make it worth their time. Reward them. If you want something from them, you first have to give them something.
MOI: What recent campaign turned your head and made you think: "Damn, I wish I did that"
Rodd: There are two
MOI: What's your secret to getting attention and turning heads?
Rodd: Don’t blend in.
By that I mean, don’t have a folio like everyone else, don’t only think of ads, don’t wait for opportunities…go and make them happen by creating work that stands out, even if only for small clients you find on your own. Be proactive. The best jobs are rarely advertised. Nobody is out there looking for you, so you need to find a way for them to bump into you.
MOI: What's something outside the industry that has inspired you recently?
Rodd: I always find inspiration in the art, music, culinary, and fashion worlds. I rarely seek inspiration within the ad industry, as that work has already been done, and the good stuff I do see was most likely inspired by something outside the industry. I also like what MSCHF does, they love to buck the system.
MOI: If you could throw out one over-used creative 'rule', what would it be and why?
Rodd: It would be the one rule too many follow - play it safe. That seems to have become a rule, sadly.
MOI: What's something you think is going to radically change the creative industry in the coming years?
Rodd: The fall of the holding company system. They are all struggling now, and for good reason. They sat in ivory towers, never evolving, never being innovative, and then technology came along and made much of what they offered either easy to replicate, or it exposed their overstaffing practices to drive up billable hours. Now, thanks to technology and shifting client needs and requirements, small and agile creative agencies can take on projects that were once the exclusive territory of major, holding company-owned agencies.
The future of the industry is small, agile, and independent.
MOI: What's something outside the industry that has inspired you recently?
Rodd: I always find inspiration in the art, music, culinary, and fashion worlds. I rarely seek inspiration within the ad industry, as that work has already been done, and the good stuff I do see was most likely inspired by something outside the industry. I also like what MSCHF does, they love to buck the system.
MOI: If you could throw out one over-used creative 'rule', what would it be and why?
Rodd: It would be the one rule too many follow - play it safe. That seems to have become a rule, sadly.
MOI: What's something you think is going to radically change the creative industry in the coming years?
Rodd: The fall of the holding company system. They are all struggling now, and for good reason. They sat in ivory towers, never evolving, never being innovative, and then technology came along and made much of what they offered either easy to replicate, or it exposed their overstaffing practices to drive up billable hours. Now, thanks to technology and shifting client needs and requirements, small and agile creative agencies can take on projects that were once the exclusive territory of major, holding company-owned agencies.
The future of the industry is small, agile,
and independent.
Japan is facing a gender equality problem, with the law requiring all married couples to share a surname. Instead of appealing to emotion to drive change, Asuniwa used data to reframe the issue – highlighting that, by 2531, everyone in Japan would be called "Sato" unless something changed. The findings were shared with the UN Committee on the Elimination of Discrimination against Women, leading to the recommendation that Japan revise the law within two years.
Image and article courtesy © Dentsu Inc Japan
Read hereSince 1971, closed captions have always been the same. Monotone, mistimed and emotionally flat. But Caption with Intention is rebuilding captions from the ground up, using color, animation and a variable typeface to bring clarity and feeling to dialogue. More than accessibility, this is inclusive storytelling through design.
Image and article courtesy © Cannes Lions | Love the work
Read here
Japan is facing a gender equality problem, with the law requiring all married couples to share a surname. Instead of appealing to emotion to drive change, Asuniwa used data to reframe the issue – highlighting that, by 2531, everyone in Japan would be called "Sato" unless something changed. The findings were shared with the UN Committee on the Elimination of Discrimination against Women, leading to the recommendation that Japan revise the law within two years.
Image and article courtesy © Dentsu Inc Japan
Since 1971, closed captions have always been the same. Monotone, mistimed and emotionally flat. But Caption with Intention is rebuilding captions from the ground up, using color, animation and a variable typeface to bring clarity and feeling to dialogue. More than accessibility, this is inclusive storytelling through design.
Image and article courtesy © Cannes Lions | Love the work
“The Count” is an emotional piece of film created as a part of the Fight For Every Birthday campaign. Starring 23 real patients and filmed almost entirely within the hospital itself, it uses athletic imagery to create parallels between the aggressive training regimen of a pro athlete, and the fight for their lives that SickKids patients are facing every single day.
Image and article courtesy © FCB Canada | SickKids Foundation
Watch here
O Boticário, the largest beauty brand in Brazil, turned some of the year's most commercial moments into a platform for raw, emotional storytelling. From Mother's Day to Christmas, they gave space to real, complex stories that are rarely depicted in the media – from the unspoken grief of infertility to the difficulty of caring for loved ones as they age.
Image and article courtesy © Ads of the world
Watch Plans here Watch Tempest here Watch Glass house here
“The Count” is an emotional piece of film created as a part of the Fight For Every Birthday campaign. Starring 23 real patients and filmed almost entirely within the hospital itself, it uses athletic imagery to create parallels between the aggressive training regimen of a pro athlete, and the fight for their lives that SickKids patients are facing every single day.
Image and article courtesy © FCB Canada | SickKids Foundation
O Boticário, the largest beauty brand in Brazil, turned some of the year's most commercial moments into a platform for raw, emotional storytelling. From Mother's Day to Christmas, they gave space to real, complex stories that are rarely depicted in the media – from the unspoken grief of infertility to the difficulty of caring for loved ones as they age.
Image and article courtesy © Ads of the world
Turning Heads™
How to look sideways for inspiration
(What?)
We believe that breakthrough B2B marketing comes from looking where others aren't looking. The most inspiring ideas often emerge from the most unexpected sources - luxury fashion, art galleries, street culture, or forgotten archives.
That's where Turning Heads™ comes in. Our methodology encourages teams to actively seek inspiration beyond their industry lanes, then translate those insights into genuinely differentiated thinking.
We bring together diverse experts with their heads turned not just towards your challenge, but towards the wider world of creative possibility. Because when you're brave enough to look sideways for inspiration, you discover solutions that don't just solve problems – they redefine what's possible.
(What?)
Inspiration doesn't always come from where you'd expect. Genuine creative brilliance requires looking sideways. Which is precisely what I've done this month.
The person who's inspired me most recently isn't a strategist or tech visionary. It's Jonathan Anderson, in his new role as creative director of everything at Christian Dior. Whilst he operates in luxury fashion, what he's doing offers profound lessons for anyone who genuinely cares about creative leadership and unified vision. His appointment is extraordinary, now leading Dior's Men's, Women's, and Couture lines – the first person to do so since Christian Dior himself.
Most brands – including many B2B organisations – default to fragmentation. They split responsibilities, create centres of excellence, assign different owners to different silos, then wonder why their brand feels incoherent. Dior handed the keys to one person. A single, unifying vision that we recognise in our own "not-so-B2B" philosophy – the courage to concentrate rather than dilute. Anderson's first collection deliberately looked back at Dior's origins. He referenced archive garments, reinterpreted 1940s silhouettes, studied original patterns with forensic attention. This wasn't nostalgia. It was strategic reverence.
At a time when marketing is obsessively future-focused, Anderson reminds us that looking backwards can be just as progressive as looking ahead. Brands need memory as much as momentum.
What strikes me most is his complete disregard for noise. He's not creating for clicks or chasing trends. He's making intelligent, layered creative work designed to endure. Where fashion is temporary, he's committed to style – which has permanence and carries genuine meaning.
Jonathan Anderson is a creative director who balances seriousness and grace. He leads with ideas rather than ego, respects the house he's been entrusted with, and crucially, he concentrates rather than dilutes.
So whilst finding inspiration for B2B marketing in Parisian couture might seem a stretch, to me it makes perfect sense. Anderson exemplifies the type of leadership we should aspire to: culturally literate, creatively brave, and strategically exacting.
Images courtesy © @Complexstyle/instagram, Harpers bazaar, Manifesto media and @Dior/instagram,
Inspiration doesn't always come from where you'd expect. Genuine creative brilliance requires looking sideways. Which is precisely what I've done this month.
The person who's inspired me most recently isn't a strategist or tech visionary. It's Jonathan Anderson, in his new role as creative director of everything at Christian Dior. Whilst he operates in luxury fashion, what he's doing offers profound lessons for anyone who genuinely cares about creative leadership and unified vision. His appointment is extraordinary, now leading Dior's Men's, Women's, and Couture lines – the first person to do so since Christian Dior himself.
Most brands – including many B2B organisations – default to fragmentation. They split responsibilities, create centres of excellence, assign different owners to different silos, then wonder why their brand feels incoherent. Dior handed the keys to one person. A single, unifying vision that we recognise in our own "not-so-B2B" philosophy – the courage to concentrate rather than dilute. Anderson's first collection deliberately looked back at Dior's origins. He referenced archive garments, reinterpreted 1940s silhouettes, studied original patterns with forensic attention. This wasn't nostalgia. It was strategic reverence.
At a time when marketing is obsessively future-focused, Anderson reminds us that looking backwards can be just as progressive as looking ahead. Brands need memory as much as momentum.
What strikes me most is his complete disregard for noise. He's not creating for clicks or chasing trends. He's making intelligent, layered creative work designed to endure. Where fashion is temporary, he's committed to style – which has permanence and carries genuine meaning.
Jonathan Anderson is a creative director who balances seriousness and grace. He leads with ideas rather than ego, respects the house he's been entrusted with, and crucially, he concentrates rather than dilutes.
So whilst finding inspiration for B2B marketing in Parisian couture might seem a stretch, to me it makes perfect sense. Anderson exemplifies the type of leadership we should aspire to: culturally literate, creatively brave, and strategically exacting.
Images courtesy © @Complexstyle/instagram, Harpers bazaar, Manifesto media and @Dior/instagram,
Nature has never been given enough credit for its contribution to music. Until now. Working alongside global artists, Sounds Right launched NATURE as an artist in its own right – collaborating with major names across the music industry to combine renowned tracks with sounds from nature. The result? A new kind of musical experience that spanned all streaming platforms, reaching millions of music fans, and every stream automatically generating royalties for nature's conservation.
Image and article courtesy © AKQA
Read here
For Heinz fans, there's nothing worse than being stuck eating without it. Heinz leaned into this with their latest activation – using social listening to identify restaurants that refuse to serve Heinz, and setting up the world's first smackable, Heinz-dispensing billboards outside them. Not only did it gain huge amounts of attention, but it also resulted in signing major restaurants that had historically been a no-fly zone for the brand.
Image and article courtesy © DandAD
Read here
Nature has never been given enough credit for its contribution to music. Until now. Working alongside global artists, Sounds Right launched NATURE as an artist in its own right – collaborating with major names across the music industry to combine renowned tracks with sounds from nature. The result? A new kind of musical experience that spanned all streaming platforms, reaching millions of music fans, and every stream automatically generating royalties for nature's conservation.
Image and article courtesy © AKQA
For Heinz fans, there's nothing worse than being stuck eating without it. Heinz leaned into this with their latest activation – using social listening to identify restaurants that refuse to serve Heinz, and setting up the world's first smackable, Heinz-dispensing billboards outside them. Not only did it gain huge amounts of attention, but it also resulted in signing major restaurants that had historically been a no-fly zone for the brand.
Image and article courtesy © DandAD
New Zealand: the best place in the world to have herpes? In an effort to destigmatize the common and largely benign virus, the New Zealand Herpes Foundation leant into the unexpected – enlisting the support of local celebrities to condense educational resources into accessible, comedic, tongue-in-cheek content.
Image and article courtesy © Campaign Brief NZ
Watch here
The biggest transformations aren't always visible. In a bold campaign from ASICS for World Mental Health Day, influencers shared 'before' and 'after' images with little physical difference to highlight the power of exercise on the mind.
Image and article courtesy © GOLIN
Read here
New Zealand: the best place in the world to have herpes? In an effort to destigmatize the common and largely benign virus, the New Zealand Herpes Foundation leant into the unexpected – enlisting the support of local celebrities to condense educational resources into accessible, comedic, tongue-in-cheek content.
Image and article courtesy © Campaign Brief NZ
The biggest transformations aren't always visible. In a bold campaign from ASICS for World Mental Health Day, influencers shared 'before' and 'after' images with little physical difference to highlight the power of exercise on the mind.
Image and article courtesy © GOLIN
Using their most advanced AI tools, Google Cloud reimagined The Wizard of Oz for Sphere's 270-degree canvas – sharing a cinematic documentary that showed the true applications of AI in a way that people could physically experience.
Image courtesy © Google Cloud | Behind the Curtain
Read here
NTT Data showed how they're shaping the future of customer experience with AI. Hosting a fine dining experience in partnership with a leading sensory chef, AI designed custom dinners and drinks for each guest based on everything from their physiology to their food memories.
Image courtesy © Cannes Lions | Love the work
BRINGING MORE TO THE TABLE | Entry | THE WORK
From AI to space exploration and quantum technology – the future is being shaped right now by some of the boldest voices in the industry...
Using their most advanced AI tools, Google Cloud reimagined The Wizard of Oz for Sphere's 270-degree canvas – sharing a cinematic documentary that showed the true applications of AI in a way that people could physically experience.
Image courtesy © Google Cloud | Behind the Curtain
NTT Data showed how they're shaping the future of customer experience with AI. Hosting a fine dining experience in partnership with a leading sensory chef, AI designed custom dinners and drinks for each guest based on everything from their physiology to their food memories.
Image courtesy © Cannes Lions | Love the work
BRINGING MORE TO THE TABLE | Entry | THE WORK
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