9 Rippers from Rethink to Make You Reconsider Creativity

“We wanted to prove to consumers that Heinz IS ketchup. But to say that ourselves would be chest beating. So we asked the world to say it for us.” Mike Dubrick, Partner and ECD at Rethink

“With everyone co-opting the rainbow during Pride Month, it’s easy to forget that Pride started as a riot and that 71 countries still stigmatize LGBTQ2+ people. To show that the fight for inclusivity is far from over, we reimagined the Pride Flag with bruises from real assaults against the community.” Xavier Blais, Partner and Creative Director at Rethink

National Magazine Awards 

“Boil it down, then blow it up. That’s exactly what this design system does, and why I love it so much. It boils down the idea of ‘magazine’ into its simplest form – the spine – then blows things up with deceptively simple motion design, bringing the humble spine to life across an incredibly robust identity system. I’m super proud of the team on this one. Relentless!” Hans Thiessen, Partner and Creative Director of Design at Rethink

Heinz - Hot Dog Pact

“Long celebrated as the condiment that makes hot dogs better, we decided it was time to put an end to one of the industry’s most controversial injustices: why do hot dog wieners come in packs of ten and buns come in packs of eight…?” London Choi, Copywriter at Rethink

IKEA - The Cristiano Bottle

“12 hours after football megastar Cristiano Ronaldo removed Coca-Cola bottles from the UEFA Euro press podium and told everyone to “drink water”, IKEA renamed its most iconic reusable bottle after him and sales went through the roof.” Xavier Blais, Partner and Creative Director at Rethink

DÉCATHLON - Ability Signs

“By incorporating sports into the International Symbol of Access, Décathlon highlighted abilities instead of disabilities, pushing its commitment to democratise sports even further. The open-source initiative started in Décathlon parking lots and is now used in pro sports teams facilities, competitor brands installations and across whole cities, like Montréal and Paris.” Xavier Blais, Partner and Creative Director at Rethink

Molson Drink from the Cup

“Every hockey fan dreams of sipping from the Stanley Cup, one of the most famous trophies in all of sport. But few get the chance. Molson decided to change that by bringing the actual cup to the brewery and pouring a batch through it. The batch was bottled and distributed across the country, giving every Canadian the chance to drink from the cup.” Mike Dubrick, Partner and ECD at Rethink

IKEA - Repurposeful Instructions

“Big problems need radical solutions, so we asked people to stop buying new, and showed them how to reimagine the IKEA furniture they already owned, instead.” Jackson Byrne, Copywriter at Rethink

Scotiabank - Hockey for All

“Hockey has a diversity problem. So Scotiabank, hockey’s biggest sponsor, took on the game’s culture of discrimination by turning the real, hurtful words experienced by diverse athletes into an anthemic film that showed that they do belong in the game.” Robbie Percy, Creative Director at Rethink