The billboard with an alter ego

This advertisement for Newcastle Brown Ale may look like some abstract art installation by day, but by night the billboard's true personality emerges. Using shadow art, this beer advertisement represents the brand's tag line – "taste the lighter side of dark". It was even created using the product's packaging.

Chip away for treasure – McDonald's ice sculpture

It's summer time in Canada… and while a beach party featuring DJs, hula hooping, limbo contests and giveaways sound like a recipe for fun, it's also the kind of event where you'd get very, very thirsty. McDonalds decided to join in the fun by promoting their Dollar Drink Days campaign. They placed a large ice sculpture embedded with dollar coins in the event area, where people could chip out treasure for a cool beverage.

When the supermarket meets the subway

What do you do when you're desperate to be the number 1 supermarket in South Korea, but your stores are outnumbered by your main competitor? Bring the stores to the people! Subways became virtual stores for the Tesco Homeplus brand – walls were fitted out with pictures of store content where commuters could use their smartphones to shop.

Sticking it to disposable chopsticks

Last year in China, 57 billion pairs of disposable chopsticks were used and thrown away – and 3.8 million trees were cut down in order to produce them. Greenpeace wanted to bring awareness to this subject, encouraging people to pledge in no longer using wooden chopsticks. So they created a 'Disposable Forest' in a bustling Beijing shopping area.

Reconstructed ruins serve as a reminder

On a similar vein to the Donate a Plate campaign, this art installation brought the cruel effects of a natural disaster to the front of viewers minds, encouraging them to help the situation. This recreation of the 2006 Sidoarjo mud flow was constructed directly in front of the Indonesian Presidential Palace, where buildings, houses and public facilities appeared to be submerged in the ground.

Serving up an opportunity to help Japan out

A major disaster strikes. The donation pools open and many people are eager to help. But over time, the constant calls for donations can fade into the background, and some people may stop hearing them altogether. Australian agency JWT Sydney wanted to find a fresh and innovative way of raising funds for the Red Cross Japan Appeal, and they found it in this Donate a Plate campaign using Japanese sushi train restaurants as their channel.

What you can accomplish with two pandas and a leaflet

It may sounds like a riddle, but the lengths that two people in panda costumes can go when teamed with one printed flyer has proven to be quite amazing. To encourage Hungarians in donating 1% of their tax to WWF, this campaign reinforced WWF's core values while at the same time getting their message out there. How? By using an escalator – one panda positioned at the top and one panda at the bottom, cycling one leaflet to people going up and down in a popular shopping centre. A cute idea, but how effective is it really?