Best Rethink Campaigns of All Time
Rethink is the Canadian agency that earned a global reputation by doing something deceptively difficult: making ordinary things unforgettable. Whether they're convincing a fast food chain to quietly own an idea it never asked for or turning a utility brand into a cultural moment, the work is always sharper than it first appears. Browse the work below.
3 campaigns
Heinz Dipper
2025Heinz transformed the humble fry box into a functional dipping vessel, solving the messy logistical nightmare of on-the-go snacking by integrating a dedicated condiment pocket directly into the packaging design.
Heinz · Rethink
Sleep Talk Reviews
2025IKEA transformed the subconscious, incoherent ramblings of customers sleeping on their mattresses into authentic product reviews. By capturing real sleep talk, the campaign turned the most honest, unfiltered moments of rest into a humorous and compelling demonstration of mattress comfort.
IKEA · Rethink
Look Familiar?
2025Heinz transformed the New York Times and global OOH into a visual manifesto by highlighting that the shape of a standard fry box perfectly mirrors the iconic Heinz keystone, proving the brand is so iconic it needs no logo to be recognized.
Heinz · Rethink