Great songs can be dangerously addictive – something that Spotify acknowledges in an ad to let users know they can listen to songs on repeat on its free service. Just like the streaming service's past personalised campaigns, it plays on music’s inherent emotional qualities.

P&G and the ‘My Black is Beautiful’ initiative worked together to create an ad spot that tells the stories of black mothers teaching difficult lessons to their children about racial bias. The two-minute video uses creative storytelling to encourage empathy and understanding among viewers.

As banner ads and billboards struggle to draw attention, brands are increasingly adopting novel forms of advertising to engage people. Gamification offers one solution by rewarding ‘players’ for their active participation. How can brands use these adverts to build stronger bonds with audiences?

Online advertising has transformed from once-static, clickable images to targeted messages that follow people as they browse. Canvas8 spoke to Don Marti, a Mozilla strategist and Nudgestock speaker, to learn how this evolution has impacted the perception and effectiveness of digital ads.