.svg)
MOI Scoop
Campaigns
Turning Heads
Design
Storytelling
Trends
ISSUE #18
May 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).
Brand Strategist, Coach and Founder of Brand Rebels for Good – Anneli Hansson is no stranger to the power of purpose-led creativity. She specializes in helping the movers and shakers of the world get noticed, and we had the chance to pick her brain on how she does it...
MOI: Tell us about your work and what excites you.
Anneli: I’m a brand strategist, educator, and brand coach. What excites me most is helping purpose-driven challenger brands, especially those focused on sustainability, grow with clarity and intention.
I also teach marketers and creative entrepreneurs to shift from doing and making to thinking strategically. Watching their transformation and seeing them step into leadership — that’s what keeps me inspired every day.
MOI: What’s the secret to getting attention and turning heads?
Anneli: For me, it’s no longer about chasing attention. The real secret is doing great work — being so good they can’t ignore you. When you show up consistently, honestly, and with real depth, people notice. In a world full of filters and facades, authenticity stands out.
MOI: What’s one of your favorite projects you’ve worked on?
Anneli: One of my proudest chapters was working with Lantmännen, Northern Europe’s largest cooperative in food, energy and agriculture. It was close to my heart — owned by Swedish farmers, like my own family. I led brand and marketing work grounded in sustainability and purpose, helping them become Sweden’s #1 sustainable brand two years. It was deeply meaningful, professionally and personally.
Brand Strategist, Coach and Founder of Brand Rebels for Good – Anneli Hansson is no stranger to the power of purpose-led creativity. She specializes in helping the movers and shakers of the world get noticed, and we had the chance to pick her brain on how she does it...
MOI: Tell us about your work and what excites you.
Anneli: I’m a brand strategist, educator, and brand coach. What excites me most is helping purpose-driven challenger brands, especially those focused on sustainability, grow with clarity and intention.
I also teach marketers and creative entrepreneurs to shift from doing and making to thinking strategically. Watching their transformation and seeing them step into leadership — that’s what keeps me inspired every day.
MOI:What’s the secret to getting attention and turning heads?
Anneli: For me, it’s no longer about chasing attention. The real secret is doing great work — being so good they can’t ignore you. When you show up consistently, honestly, and with real depth, people notice. In a world full of filters and facades, authenticity stands out.
MOI: What’s one of your favorite projects you’ve worked on?
Anneli: One of my proudest chapters was working with Lantmännen, Northern Europe’s largest cooperative in food, energy and agriculture. It was close to my heart — owned by Swedish farmers, like my own family. I led brand and marketing work grounded in sustainability and purpose, helping them become Sweden’s #1 sustainable brand two years. It was deeply meaningful, professionally and personally.
MOI: How do you bring a brand to life in an authentic way?
Anneli: Authentic brands start from the inside. It’s about culture, leadership, and clarity. When people in a company truly live the brand’s values, they naturally bring it to life in every touchpoint. It’s not about performance — it’s about alignment and consistency with what you truly stand for.
MOI: Talk to us about how sustainability fits into branding.
Anneli: Sustainability today isn’t optional — it’s foundational. People want to know where things come from, how they’re made, and whether brands take real responsibility. It has to be built into the product, supply chain, and communication — not just a layer of messaging. Anything else is greenwashing.
MOI: What are your thoughts on the future of sustainable branding?
Anneli: Sustainable branding will be driven by innovation and behavior change. It’s not just about how we talk — it’s about what we build. I see more services replacing products, circular models gaining traction, and brands playing an active role in nudging consumers toward more sustainable choices. Branding will be less about persuasion and more about guidance and contribution.
MOI: How do you bring a brand to life in an authentic way?
Anneli: Authentic brands start from the inside. It’s about culture, leadership, and clarity. When people in a company truly live the brand’s values, they naturally bring it to life in every touchpoint. It’s not about performance — it’s about alignment and consistency with what you truly stand for.
MOI: Talk to us about how sustainability fits into branding.
Anneli: Sustainability today isn’t optional — it’s foundational. People want to know where things come from, how they’re made, and whether brands take real responsibility. It has to be built into the product, supply chain, and communication — not just a layer of messaging. Anything else is greenwashing.
MOI: What are your thoughts on the future of sustainable branding?
Anneli: Sustainable branding will be driven by innovation and behavior change. It’s not just about how we talk — it’s about what we build. I see more services replacing products, circular models gaining traction, and brands playing an active role in nudging consumers toward more sustainable choices. Branding will be less about persuasion and more about guidance and contribution.
284 million blind or visually impaired sports fans can't fully enjoy live games. But Michelob ULTRA's Dreamcaster is set to change that. Debuted at the NBA Playoffs, they partnered with blind sports broadcaster, Cameron Black, to showcase the multisensory tech that allows visually impaired fans to feel the action of sports games through sound, haptics and AI.
Image courtesy © Youtube, LLLLITL, Michelob ULTRA
Watch here
Parents worry about their children's safety. But rather than stating the obvious to sell their location-sharing and tracking app, Life360 opted for a fun, gory, musical route to highlight the everyday anxieties parents face, and how they can quickly spiral into absurd and irrational fears.
Article courtesy © AdAge, Tim Nudd
Read here
284 million blind or visually impaired sports fans can't fully enjoy live games. But Michelob ULTRA's Dreamcaster is set to change that. Debuted at the NBA Playoffs, they partnered with blind sports broadcaster, Cameron Black, to showcase the multisensory tech that allows visually impaired fans to feel the action of sports games through sound, haptics and AI.
Image courtesy © Youtube, LLLLITL, Michelob ULTRA
Parents worry about their children's safety. But rather than stating the obvious to sell their location-sharing and tracking app, Life360 opted for a fun, gory, musical route to highlight the everyday anxieties parents face, and how they can quickly spiral into absurd and irrational fears.
Article courtesy © AdAge, Tim Nudd
Almost everybody living with motor neurone disease (MND) will lose their voice. But imagine if they didn't have to. "I Will Always Be Me" is the world's first story book to speed up "voice banking". The story contains all the sounds and syllables they need to synthesize their voice, while also allowing them to share their journeys with their loved ones. By making the process quicker, easier and full of life, they hope to encourage those with MND to bank their voices early.
Article and image courtesy © D&AD
Read here
In 2022, 19 children drowned in Portugal. It's a scarily quick and silent death that can be prevented by being vigilant. Interviewing a group of young children, Havas and Apsi were able to raise awareness for children's safety by demonstrating one simple fact: it takes just half a cup of water to silence a child.
Article and image courtesy © The Drum
Read here
Almost everybody living with motor neurone disease (MND) will lose their voice. But imagine if they didn't have to. "I Will Always Be Me" is the world's first story book to speed up "voice banking". The story contains all the sounds and syllables they need to synthesize their voice, while also allowing them to share their journeys with their loved ones. By making the process quicker, easier and full of life, they hope to encourage those with MND to bank their voices early.
Article and image courtesy © D&AD
In 2022, 19 children drowned in Portugal. It's a scarily quick and silent death that can be prevented by being vigilant. Interviewing a group of young children, Havas and Apsi were able to raise awareness for children's safety by demonstrating one simple fact: it takes just half a cup of water to silence a child.
Article and image courtesy © The Drum
Turning Heads™
Creativity with
genuine purpose
(not just for show)
(What?)
We believe that B2B marketing that genuinely turns heads isn't just creative for creativity's sake - it's driven by authentic purpose.
This is where Turning Heads™ comes in. Our proprietary thinking methodology helps us cut through the posturing to uncover what really matters.
By bringing together diverse experts to look at challenges from multiple perspectives, we ensure creativity serves a genuine purpose rather than merely decorating it. We dig deeper to find the authentic connections that drive meaningful engagement.
Because when creativity is aligned with real purpose - not manufactured virtue - it doesn't just turn heads. It changes minds, influences behaviour, and delivers measurable outcomes that matter.
(What?)
The concept of "purpose" has undergone a curious transformation over the past decade. What began as a refreshingly human-centred approach seems to have devolved into virtue signalling, with brands desperately attempting to align with grand societal causes – authentic connection or not.
But purpose needn't be grandiose to be meaningful. It can be focused, specific, and still make a genuine difference. Which brings me to Consider Creative – an agency demonstrating a more nuanced understanding of purpose-driven creativity.
What's remarkable about Consider is that ‘purpose’ IS their purpose. They recognize that purpose can be smaller, more focused, and still deeply meaningful, working with organizations whose aims genuinely resonate with them.
Their behavior change campaign for the Internet Watch Foundation perfectly exemplifies this approach. The brief focused on the specific challenge of keeping teenagers safe online – not solving world hunger but addressing an urgent issue affecting young people.
The creative execution balances shock and humor through sexualized fruit imagery – speaking directly to teenagers in their own language. And the results speak volumes: 122 million impressions, 50% of viewers pausing to engage with display ads, and 94% of YouTube viewers watching the video to completion – far exceeding the typical 30% view rate.
Nominated for the 2025 Drum Awards, this campaign succeeds because every aspect aligns perfectly with its purpose. It recognized the challenges with this audience and crafted a solution specifically calibrated to overcome those obstacles.
In a landscape cluttered with purpose-washing, Consider's work stands as a refreshing reminder of what creativity with genuine purpose looks like: honest, focused and genuinely valuable to those it aims to serve.
The concept of "purpose" has undergone a curious transformation over the past decade. What began as a refreshingly human-centred approach seems to have devolved into virtue signalling, with brands desperately attempting to align with grand societal causes – authentic connection or not.
But purpose needn't be grandiose to be meaningful. It can be focused, specific, and still make a genuine difference. Which brings me to Consider Creative – an agency demonstrating a more nuanced understanding of purpose-driven creativity.
What's remarkable about Consider is that ‘purpose’ IS their purpose. They recognize that purpose can be smaller, more focused, and still deeply meaningful, working with organizations whose aims genuinely resonate with them.
Their behavior change campaign for the Internet Watch Foundation perfectly exemplifies this approach. The brief focused on the specific challenge of keeping teenagers safe online – not solving world hunger but addressing an urgent issue affecting young people.
The creative execution balances shock and humor through sexualized fruit imagery – speaking directly to teenagers in their own language. And the results speak volumes: 122 million impressions, 50% of viewers pausing to engage with display ads, and 94% of YouTube viewers watching the video to completion – far exceeding the typical 30% view rate.
Nominated for the 2025 Drum Awards, this campaign succeeds because every aspect aligns perfectly with its purpose. It recognized the challenges with this audience and crafted a solution specifically calibrated to overcome those obstacles.
In a landscape cluttered with purpose-washing, Consider's work stands as a refreshing reminder of what creativity with genuine purpose looks like: honest, focused and genuinely valuable to those it aims to serve.
In a world fragmented by language and culture, Coca-Cola delivers a simple yet powerful message: connection doesn’t require words. The campaign features real-life stories that highlights Coke as a universal gesture of goodwill, but it's the standout design that catches attention. With merging scripts that form the silhouette of the iconic Coca-Cola bottle, it not only symbolizes unity but also reflects the brand's global reach and cultural inclusivity.
Image and article courtesy © Middle East Campaign, Ishwari Khatu
Read here Watch here
Aluminum gets a bad rep when it comes to sustainable packaging. But rather than dodge the controversy, Nespresso flipped the narrative with its "Aluminum and Beyond" campaign. Educating consumers on aluminum’s infinite recyclability, they collaborated with artists to craft sculptures from recycled Nespresso pods. It goes beyond shouting about sustainability and offers a pragmatic solution that shows how Nespresso's products fit into a better system.
Image and article courtesy © Marketing Dive, Sara Karlovitch
Read here
In a world fragmented by language and culture, Coca-Cola delivers a simple yet powerful message: connection doesn’t require words. The campaign features real-life stories that highlights Coke as a universal gesture of goodwill, but it's the standout design that catches attention. With merging scripts that form the silhouette of the iconic Coca-Cola bottle, it not only symbolizes unity but also reflects the brand's global reach and cultural inclusivity.
Image and article courtesy © Middle East Campaign, Ishwari Khatu
Aluminum gets a bad rep when it comes to sustainable packaging. But rather than dodge the controversy, Nespresso flipped the narrative with its "Aluminum and Beyond" campaign. Educating consumers on aluminum’s infinite recyclability, they collaborated with artists to craft sculptures from recycled Nespresso pods. It goes beyond shouting about sustainability and offers a pragmatic solution that shows how Nespresso's products fit into a better system.
Image and article courtesy © Marketing Dive, Sara Karlovitch
From first periods to surprising discharge smells and pain being dismissed by doctors – Bodyform's "Never Just a Period" campaign draws on humor and mixed media to open the conversation around menstrual health. Backed by a female-only orchestra, it depicts a wide range of underrepresented experiences with almost no dialogue, highlighting the staggering knowledge gap when it comes to women+ health, and why it needs to change. The spot ends with the question, ‘What do you wish you’d been told?’
Image courtesy © Bodyform UK, Youtube
Watch here"Free range". "Cage-free". There's a lot of consumer confusion over egg labels which often lack clarity regarding animal welfare standards. But Honest Eggs Co have the answer to more ethical egg farming. FitChix is the first-ever fitness tracker for chickens – designed to track and measure the health of their hens, including average step counts which are printed directly onto the eggs, for total consumer transparency.
Image and article courtesy © Campaign Brief, Ricki Green
Read here
From first periods to surprising discharge smells and pain being dismissed by doctors – Bodyform's "Never Just a Period" campaign draws on humor and mixed media to open the conversation around menstrual health. Backed by a female-only orchestra, it depicts a wide range of underrepresented experiences with almost no dialogue, highlighting the staggering knowledge gap when it comes to women+ health, and why it needs to change. The spot ends with the question, ‘What do you wish you’d been told?’
Image courtesy © Bodyform UK, Youtube
"Free range". "Cage-free". There's a lot of consumer confusion over egg labels which often lack clarity regarding animal welfare standards. But Honest Eggs Co have the answer to more ethical egg farming. FitChix is the first-ever fitness tracker for chickens – designed to track and measure the health of their hens, including average step counts which are printed directly onto the eggs, for total consumer transparency.
Image and article courtesy © Campaign Brief, Ricki Green
Spanish whisky brand, J&B Rare, won hearts across the globe with its holidays campaign. Depicting the beautiful relationship between a grandfather and his transitioning granddaughter, it's a tale of love, acceptance and respect that serves as a perfect example of how to do inclusivity right.
Image and article © Muse by Clios, Angela Natividad
Read hereA series of OOH billboards have been popping up across major UK cities in celebration of Trans+ History Month – spotlighting that trans people have "always been here and always will be." The campaign looks to educate the public as well as empower trans+ people to reclaim their stories that have historically been erased or denied.
Image and article © Creativebrief, Georgie Moreton
Read hereStarbucks' award-winning #WhatsYourName campaign celebrates trans people trying out their chosen names when ordering a coffee – championing the brand as a safe and open space for the community. Product-linked donations also helped raise money for the UK Mermaids charity that supports trans, non-binary and gender-diverse youth.
Image and article © Channel 4, Diversity in Advertising Award
Read here
Spanish whisky brand, J&B Rare, won hearts across the globe with its holidays campaign. Depicting the beautiful relationship between a grandfather and his transitioning granddaughter, it's a tale of love, acceptance and respect that serves as a perfect example of how to do inclusivity right.
Image and article © Muse by Clios, Angela Natividad
A series of OOH billboards have been popping up across major UK cities in celebration of Trans+ History Month – spotlighting that trans people have "always been here and always will be." The campaign looks to educate the public as well as empower trans+ people to reclaim their stories that have historically been erased or denied.
Image and article © Creativebrief, Georgie Moreton
Starbucks' award-winning #WhatsYourName campaign celebrates trans people trying out their chosen names when ordering a coffee – championing the brand as a safe and open space for the community. Product-linked donations also helped raise money for the UK Mermaids charity that supports trans, non-binary and gender-diverse youth.
Image and article © Channel 4, Diversity in Advertising Award
Need inspiration for your next campaign, or want to chat with our global Creative
Team?
creative@moi-global.com
Get those creative juice flowing with head-turning
examples of creativity, straight to your inbox.
