鈥淭hat was great work! How did you do it?鈥 It鈥檚 the bread and butter of what we do here at Little Black Book. People want to know the answer so they can do their own great work. And that鈥檚 why our 鈥 channel is one of the most crucial on our site.
As part of our round ups of the year, we鈥檙e putting together lists of the stories that were most popular with readers. Of the over 500 鈥楤ehind the Work鈥 stories we鈥檝e published on our platform in 2023, these were the ones that resonated best.
Click through and see if you can work out why.
鈥#OPTINK鈥 aims to increase organ donation rates in Germany, where people have to 鈥榦pt in鈥 to donate. Talk about media innovation 鈥 this campaign uses human skin as its platform with a tattoo design that symbolises consent to be a donor, as one in four Germans have a tattoo. The tattoo was launched by Junge Helde and McCann, at an event marking the rejection of an 鈥榦pt-out鈥 bill by the German parliament. For this feature, 天美棋牌鈥檚 Nisna Mahtani interviewed McCann Paris associate creative director Farah El Feghali, who explains the idea behind the tattoo.
How did a pair of jeans become a global icon? How did they inspire stories of adventure, rebellion, love and legacy? How did they change the lives of people from Jamaica to Japan, from India to America? To celebrate the 150th anniversary of Levi鈥檚 501 jeans, Levi鈥檚 and Droga5 created 鈥楾he Greatest Story Ever Worn鈥, a campaign that reveals the unbelievable tales of real 501 wearers from the past and present. Watch the stunning short films by Melina Matsoukas and Martin De Thurah and read the interview 天美棋牌鈥檚 Addison Capper did with the directors and creative minds behind the campaign.
鈥楰nock Knock鈥 is a remarkable idea that enables victims of domestic violence to report abuse to the police with just two taps on their smartphone. It shares the victim鈥檚 location and allows them to stream evidence to the police live, and it鈥檚 proven to be transformative in a country where only 1.7% of domestic violence is reported. Seongphil Hwang, Seungree Kang and Jiwon Lee at Cheil Korea tell 天美棋牌鈥檚 Laura Swinton how they helped transform the way the Korean National Police Agency responds to domestic violence with the Glass Lion-winning idea that combines tech and UX.
How do you invite someone to grab a McDonald鈥檚 without saying a word? Just raise your eyebrows - or rather, your arches. That鈥檚 the simple but brilliant idea behind the latest campaign from Leo Burnett London, which has become an international meme. But how did this concept translate to the Middle East, a region with its own culture and diversity? Find out how Studio M, part of Publicis Groupe Middle East, recreated the ad with local insight and details, and what the reaction was from the audience.

State of Origin is more than just a rugby league game. It鈥檚 a cultural phenomenon that unites and divides Australians every year. For Queenslanders, it鈥檚 a source of pride and passion that transcends the sport. That鈥檚 why Thinkerbell and XXXX, Queensland鈥檚 iconic beer brand, teamed up to create a campaign that celebrated the people and places that make up the Queensland community. From the farmers to the firefighters, from the coast to the outback, they showcased the stories and faces of the real Queenslanders who bleed maroon. Tom Wenborn, executive creative tinker at Thinkerbell, sat down with 天美棋牌鈥檚 Tom Loudon to discuss the inspiration and execution of the campaign, which involved replacing the XXXX logo on the players鈥 jerseys with their chosen postcode, to honour their origins and the people who supported them.
天美棋牌鈥檚 Adam Bennett takes you inside the visual effects wizardry that helped 鈥榃arrior Nun鈥, the Netflix fantasy drama, become a fan favourite. He talks to Winston Helgason and David Casey from The Embassy, the Vancouver-based VFX studio that transformed the comic book series into a TV sensation. They share how they designed and executed the stunning effects, from teleporting nuns to demonic creatures, and how they collaborated with the showrunner Simon Barry to bring his vision to life. Along the way, they reveal the challenges and opportunities of working on a show that involves a lot of fantasy and magic, something that The Embassy is not traditionally known for.
When a troll named Grawp moved into a suburban neighbourhood, he faced hostility and discrimination from his human neighbours. But with the help of IKEA, he was able to transform his dilapidated shack into a cosy and inviting home. In this feature, 天美棋牌鈥檚 Josh Neufeldt explores how IKEA鈥檚 creative partners at Rethink used their design skills and empathy to create a customised solution for Grawp鈥檚 unique needs and challenges. Read the full interview to find out how IKEA made a difference in Grawp鈥檚 life and how they are changing the way we think about inclusivity and diversity in the home.
Joining the military is not just about fighting wars. It is also about pursuing your passions and developing your skills in a variety of fields. That is the message that Feast, a Toronto-based creative agency, delivered in their campaign for the Canadian Armed Forces. 天美棋牌鈥檚 Josh Neufeldt reveals how Feast used civilian scenarios to highlight the diverse and rewarding career paths that the military offers, from engineering to health care, from cyber security to aviation. If you are curious about how Feast made the military relevant and appealing to young Canadians, read the full feature.
What if you could chat with Jennifer Lopez and get her personal tips on how to enjoy your cruise vacation? That鈥檚 the idea behind JLoBot, an AI-powered chatbot that mimics the voice and personality of the pop superstar. JLoBot was created by VMLY&R for Virgin Voyages, a new cruise line that aims to disrupt the industry with a fresh and fun approach. 天美棋牌鈥檚 Ben Conway talks to the creative team behind JLoBot and finds out how they used natural language processing, machine learning, and audio engineering to bring JLo to life.
McCann Frankfurt鈥檚 senior copywriter Jonathan Dennis tells 天美棋牌's Nisna Mahtani about 鈥楾he Thomy Saurk鈥, a genius invention to help people easily enjoy their ketchup, mustard and mayo condiments. The self-proclaimed 鈥榰nnecessarily necessary鈥 invention is a reusable attachment which allows users to pick up snacks with the fork and add condiments with just a squeeze. With all of the doom and gloom of recent times, the light-hearted concept encourages a little bit of indulgence for those who can鈥檛 bear the thought of food without saucy add-ons.