Dancing With the People

Dancing with the Stars took away the judges’ power to overrule its audience. Then the audience adopted Guillermo.

Oct 16 • Christian Jacobsen

1

September 2026

The Internet Was Not Briefed

Raphinha made the goal and the crowd decided what it meant.

Sep 30 • Christian Jacobsen

2

Nobody Needs Another Ad for a Drink

Campari briefed a billboard for Aperol's U.S. launch. We built a society instead.

Sep 22 • Christian Jacobsen

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3

Your Creative Partner Is an Algorithm

Three briefs now sit on every desk. Nobody writes the third one down.

Sep 10 • Christian Jacobsen

The Algorithm Wants Culture, Not Content

Platforms stopped measuring exposure and started measuring consequence. That changes what creative work has to do.

Sep 2 • Christian Jacobsen

2

August 2026

Building Multiplayer Brands

What Game Design Can Teach Marketers About Belonging

Aug 25 • Christian Jacobsen

July 2026

Participation Had a Very Good Year at Cannes

I look at everything through a participation lens. This year I turned it on the Cannes Grand Prix winners, and what I found was genuinely encouraging.

Jul 22 • Christian Jacobsen

The Internet Tried to Exile Pitbull. He Went.

What a 2012 Walmart prank teaches us about the moment an audience stops following your campaign and starts authoring it.

Jul 20 • Christian Jacobsen

2

From Target to Tribe

Getting clear on commonly used language.

Jul 13 • Christian Jacobsen

1

1

Borrowed Magic and Beautiful Nonsense

The last stop in our long tour of sports rituals, where the crowd stops watching and becomes part of the story.

Jul 8 • Christian Jacobsen

1

June 2026

Becoming the Boat

Inside the World Cup's Most Powerful New Ritual

Jun 29

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1

Placing Yourself in the Match

Ritual is how a body crosses from preparing to participating, on the field and well past it.

Jun 22 • Christian Jacobsen

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