Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

In today's busy world, family mealtime is often neglected. Cereal brand Cheerios wants to make the most important meal of the day a more fulfilling family experience, and something that we should be spending at least seven minutes enjoying.

"To thrive, children need space to play without grown-ups getting in the way." That's the premise for Persil's Kids Today Project, which focuses on kids from all over the world – whether raised in the city or in strict schooling conditions – to learn how they play, and prove that dirt can be a good thing.

Germany's Waldkindergarten - outdoor pre-schools - send kids to learn and fend for themselves in the great outdoors. But as the idea goes global, what’s making a generation of helicopter parents decide to let go of the reins?