Toys Were Us
Brand agency Lippincott teased the work they had been doing for a huge Toys R Us rebrand. As most people know by know they ran out of time and Toys R Us closed all it's stores after 70 years in business in 2018.
Another victim of not reacting fast enough to the switch to online retail.
These teasers do suggest a move to digital as their focus. It's hard to know what effect the rebrand and new strategy would have had if it had to been implemented far earlier, but there's no doubt that they should have made the move long ago.
You can see the full rebrand that never was here.