Dentsu Creative

In Taiwan, English is taught everywhere. But for many people, speaking it out loud feels like a risk. Created by Dentsu Creative Taiwan, for language learning app Speak, 'Say it Prond' challenged the cultural fear of speaking imperfectly by celebrating broken English instead of correcting it. Partnering with Olympic gold medalist Lee Yang, famous for mispronouncing “proud” as “PROND” the campaign transformed a national punchline into a symbol of confidence. Because progress in language does not start with perfection. It starts with having the courage to speak.

For many, driving represents independence and freedom. But for millions, it is also a crippling source of anxiety. In Poland alone, an estimated 2.5 million licensed drivers have stopped getting behind the wheel. In a country where 40% have no alternative to car travel, not driving means social exclusion, including lost jobs, missed appointments and severed connections. With these drivers in mind, Škoda and Dentsu Creative Poland created Non Driver Assist: an industry-leading program designed to help fearful licensed drivers regain the confidence, independence and freedom to return to the road.

Turns out litter is terrible advertising. Like… really terrible. Research has shown that when people see your packaging as litter, it has a 2% negative effect on what they are willing to pay for your product. In other words, every piece of your brand's litter is the worst outdoor advertising in the world. So Sea Cleaners has partnered with Dentsu Creative Aotearoa and JCDecaux to flip the script and turn cleanup into media!

Travel decisions don’t begin in airports. They begin around tables, in conversation, as stories are shared. Pairing Portugal turns the moment of inspiration into action through a world‑first NFC chip embedded in a cork. A centuries‑old cultural practice, the opening of a bottle, becomes a gateway to discovering Portugal. 100 local poets wrote 100 original poems inspired by 100 wines, each reflecting a different aspect of Portugal’s diverse regions. A tap of a phone on the cork conjures the place that created the wine: hear the poem, discover the region, learn about the terroir, explore curated itineraries, and find a place to stay nearby. Developed by Dentsu Creative Portugal for Visit Portugal, in partnership with Corkified, Pairing Portugal lets Portugal speak for itself. Storytelling engineered into the supply chain, bottle by bottle, region by region - a new medium bringing together wine, cork, poetry and place to inspire travel at the precise moment curiosity is sparked.

For generations, street hockey has been a rite of passage in Canadian childhood. But navigation apps are changing that, quietly rerouting traffic through residential streets where kids play. Game On Ball, from True Hockey and Dentsu Creative Canada, reframes rat‑running as more than a traffic issue — it’s a threat to a cherished tradition. Using a smart, connected hockey ball that detects street play and triggers rerouting on major navigation platforms, the idea uses technology to counteract technology. The campaign also invites communities to protect neighborhood play by mapping road‑hockey spots nationwide, creating visible proof that routing decisions affect real streets, and real lives.

Rejecting a world governed by algorithms and infused with AI, younger generations are trying out ways to live a more analog existence. Download our 2026 Trends Report to explore how this growing desire to switch off will impact brands and businesses!