News Hanes leans into awkward, risqué humour with “Get Comfortable” campaign Hanes’ “Get Comfortable” uses risqué, awkward scenarios to reframe basics as confidence, backed by a logo refresh and OOH in NYC.
News Under Armour taps François Arnaud to tease HeatGear in “For When It’s Hot” Under Armour names François Arnaud a global ambassador to spotlight HeatGear, aligning marketing spend with sharper franchise-led storytelling.
News Swift taps Angelica Panganiban’s “multiverse” to sell nostalgia (and hotdogs) Swift’s “Method Acting” uses Angelica Panganiban’s characters to package SikSuRap as a nostalgic, meme-ready story for old and new fans.
News Zevia’s Cardi B “Real Talk Interpreter” makes soda marketing feel like group chat Zevia’s biggest campaign yet taps Cardi B, pairing humor and fan submissions with “real ingredients” positioning in better-for-you soda.
News American Eagle’s back-to-school play taps Y2K mall nostalgia and #RushTok American Eagle’s back-to-school push ties mall foot traffic, creator content, and Lamine Yamal momentum to win attention as spending stays flat.
News China’s Molly Tea vs Louis Vuitton is turning into a culture fight Molly Tea’s $1.5M trademark loss to Louis Vuitton sparked backlash in China. A look at the heritage debate and what it signals for brands.
News Ligo Sardines taps Filipino folklore in an emotional brand film Ligo’s “Butterfly” uses Filipino folklore to tie a 70-year brand to family memory, showing how heritage brands sustain relevance through culture.
News Ziggo and Not Just Any build an AI-made octopus for a new football ad Ziggo introduces an Octopus character built with AI production methods, signaling faster broadcast-quality workflows and longer-term brand IP
News Coca-Cola updates its visual identity to stay instantly recognisable Coca-Cola refreshes its visual identity across 200+ markets, backed by AI design tools aimed at brand governance and faster, consistent creative production.
News Coffee Meets Bagel refreshes its app to fight dating fatigue Coffee Meets Bagel updates its app with AI conversation prompts and a new ML engine, signaling a shift toward quality interactions over swiping.
News Huggies reworks a viral Messi and Lamine Yamal photo into World Cup OOH Huggies reframed a viral Messi and Lamine Yamal photo with “They grow up so fast,” showing how brands can join fan narratives without official rights.
News Gap’s Hailey Bieber denim capsule leans into a very specific 1996 mood Gap teams with Hailey Bieber on a 1996-inspired denim capsule, backed by creator partnerships, paid social, and out-of-home placements.
News Kraft Heinz and Disney expand brand marketing across parks, streaming, and D23 Kraft Heinz and Disney plan integrated campaigns across parks, streaming, and D23, with brand-led experiences and a “Together at Last” creative concept.
News OpenAI’s trompe-l’œil billboards turn ChatGPT Images into building illusions OpenAI’s “Reimagined with ChatGPT Images” OOH series uses trompe-l’œil billboards in four cities, turning AI output into place-based spectacle.
News AAA Club Alliance reframes AAA membership with “The Start of Something Good” AAA Club Alliance’s new campaign broadens AAA’s role from crisis help to everyday confidence, spanning travel, car care, insurance, and
News 7-Eleven Singapore bets on “little surprises” to keep shoppers coming back 7-Eleven Singapore’s “Find the good stuff” campaign blends creators, app rewards, and collectibles to make store visits feel more like discovery.
News Isla and YPF’s “Thank You, Messi” film uses AI to honour Lionel Messi Isla and YPF’s film thanks Lionel Messi with a single message, using in-house AI production to streamline craft while keeping the emotion central.
News Cutwater taps Parker Posey to make summer hosting feel less stressful Cutwater’s “The Longest Island” uses Parker Posey, influencers, and a US$10,000 sweepstakes to position canned cocktails as a host shortcut.
News Cathay Pacific’s TikTok campaign leans into the “post-flight debrief” moment Cathay Pacific’s TikTok campaign uses real traveller recaps and FaceTime-style formats, reflecting how younger audiences judge
News Brands rushed to “trendjack” Spain’s World Cup win in real time Brands posted fast after Spain’s 1-0 World Cup win. A look at the creative patterns, tone risks, and what “real-time” marketing rewards.
News Brands console England fans after Argentina’s World Cup semi-final win England lost 2-1 to Argentina, and brands responded with humour, pride, and creator-led coverage. Here’s what landed and why tone mattered.
News China Media Group’s youth campaign turns AIGC jersey design into a World Cup afterparty A Guizhou pitch became a runway for AIGC jersey designs from 20+ regions, showing how participation formats can scale cross-cultural storytelling.
News Pizza Hut leans into ’80s–2000s nostalgia to get fans back into rewards Back to the Hut adds trivia-style challenges, early merch access, and throwback pricing, showing how loyalty can be built around identity.
News Yeti’s “Four Letters” platform turns obsession into a logo you can wear Yeti’s “Four Letters” uses a logo remix and an anthem film to frame the brand around obsession, then extends it through OOH, retail, and social formats.
News Samsung’s Spider-Man spot turns foldables into superhero props Samsung ties Galaxy foldables to Spider-Man via story logic, Easter eggs, and Jacob Batalon, building momentum ahead of Galaxy Unpacked.
