As artificial intelligence increasingly shapes our digital lives, knowing who is truly human online has become a pressing concern. In response, World, a groundbreaking identity and financial network co-founded by Sam Altman and Alex Blania, has officially launched in the United States. With over 27 million participants and nearly 13 million verified humans across more than 20 countries, the initiative aims to redefine how we prove and protect our humanness online.

At the core of World’s system is World ID, a privacy-preserving identity solution verified in person via the Orb, a device that confirms each person’s uniqueness without storing sensitive personal data. By enabling individuals to prove they are real humans in a secure, decentralized way, World sets a new standard for digital trust in an AI-driven world.

To mark its U.S. debut, World partnered with BBDO New York on a creative campaign designed to make the technology more human and approachable. Featuring a joyful twist on the classic song “If You’re Happy and You Know It”, the ad becomes “If You’re Human and You Know It”, with a film directed by Jim Jenkins. The campaign serves as a lighthearted but powerful reminder that in the digital era, being human is worth celebrating and protecting.

Heineken, in partnership with the agency LePub, has launched a new campaign titled “Social Off Socials,” featuring Joe Jonas alongside several American influencers. The initiative encourages people to disconnect from social media in order to foster real, authentic interactions. The core idea is powerful: what if these digital personalities disappeared from your feed would you spend more time engaging in the real world?

The campaign kicked off in late April during an event in New York, where Joe Jonas, joined by figures like Dude with Sign, Lil Cherry, and Paul Olima, urged participants to put down their phones and enjoy genuine moments of connection. This move reflects a desire to promote screen-free socializing, reminding us that true human connections are built beyond the scroll and the selfie.

With “Social Off Socials” Heineken reinforces its commitment to responsible consumption and enriching social lives through real-world interactions. The campaign taps into a growing trend of digital detox, resonating with a generation that is increasingly questioning the omnipresence of social platforms and seeking more meaningful experiences.

Uber Eats‘ latest campaign, “When You’ve Done Enough”, cleverly combines humor, storytelling, and a universal insight: everyone deserves a break—even the most feared villains. Featuring Javier Bardem, known for his iconic villain roles, the ad portrays a mastermind who, after a long day of scheming, chooses to unwind with an Uber Eats order. This unexpected yet relatable scenario transforms food delivery into a moment of well-earned relaxation.

Behind this engaging concept is the renowned Mother London, known for its bold and innovative approach. Directed by David Shane, the campaign goes beyond traditional promotion by crafting a story that resonates with audiences. Instead of focusing on price or variety, Uber Eats highlights emotion and experience, positioning itself as more than just a delivery service—it’s a companion for moments of exhaustion and self-care. By using humor and a strong narrative, the brand delivers a memorable message: even villains need a break sometimes.

Kodiak is expanding its high-protein, whole-grain lineup with the Limited-Edition Apple Brown Sugar Pecan Oatmeal, developed in collaboration with “Chief Brand Officer” Zac Efron. Known for his commitment to fitness and outdoor adventure, he played an active role in crafting a nutritious oatmeal with less sugar and more wholesome ingredients. “My goal was to create an oatmeal that’s really delicious and really good for you,” he shared. “I think we nailed it, and I’m so excited for people to try it.”

To bring this launch to life, the brand partnered with Finn Partners to develop a dynamic campaign featuring Zac Efron enjoying the oatmeal in the great outdoors, reinforcing a commitment to real ingredients and active lifestyles. More than just a product release, the campaign underscores a growing trend where brands and ambassadors collaborate beyond endorsements to shape product innovation and authentic storytelling.

Adding a deeper purpose, every purchase of this oatmeal supports Kodiak’s Keep It Wild initiatives, with a portion of sales donated to wildlife conservation efforts, a cause close to Zac Efron’s heart. “I’m extremely grateful that this project will contribute to wildlife preservation,” he said. This initiative strengthens a mission-driven brand identity, appealing to consumers who seek both nutrition and a positive impact with their choices.

Etsy’s holiday campaign, created in collaboration with Orchard Creative, features the beloved Waldo from the “Where’s Waldo” series in a heartwarming narrative. The ad shows Waldo navigating busy crowds where he’s always recognized but never truly seen on a personal level. This changes when a friend gifts him a handmade item from an Etsy seller, making him feel genuinely understood and valued.

The campaign’s concept was inspired by Waldo’s universal recognition and how it contrasts with a lack of deep connection. As Etsy’s Chief Brand Officer Brad Minor explains, “Waldo is someone who’s always being spotted but never really known.” This unique approach flips the familiar narrative, showcasing how thoughtful, personalized gifts from Etsy can create meaningful connections, especially during the holiday season.

In addition to Waldo’s story, the campaign highlights real Etsy creators, like Alexis Anne Grant, who crafts ornaments with emotional significance, and collaborations with celebrities such as Drew Barrymore and Naomi Osaka, who share their favorite Etsy finds. The message emphasizes the value of thoughtful, one-of-a-kind gifts that resonate deeply with recipients.