News Samsung turns iPhone Duo launch into a familiar rivalry joke Samsung uses Apple’s own iPhone Duo language to turn a product launch into a debate about foldable experience and originality.
News Duolingo turns fashion pronunciation anxiety into an NYFW stunt Duolingo turns fashion pronunciation anxiety into a wearable NYFW idea built around learning habits and streak culture.
News Modelo puts more budget behind college football with a “Tradition” platform Modelo raises college football media spend 18% YoY, adding Fox, ESPN, and Barstool deals plus retail tie-ins and Homefield merch.
News Jennie’s Adidas collection draws boycott pressure after Israel promo backlash Jennie’s co-designed Adidas Originals launch is pulled into a boycott push tied to an Israeli promo. A look at spillover risk in celebrity marketing.
News AXA Hong Kong taps Sammi Cheng to sell “future-ready” healthcare thinking AXA shifts Hong Kong insurance messaging toward future healthcare, pairing futurist creative with OOH scale and SEO education across the care journey.
News CIMB’s “red means go” brand film reframes caution as momentum CIMB debuts “Moving you forward” with a regional film that flips red from caution to momentum, backed by out-of-home placements in Malaysia.
News Ultra Milk taps YOASOBI to nudge Gen Z from overthinking to action Ultra Milk’s YOASOBI campaign uses a hero film, GoPay gameplay, and NFC collectibles to turn “just move” into repeatable participation.
News HYBE expands artist collaborations across brands, cities, and sports HYBE is expanding collaborations across brands, cities, and sports. Here’s what that direction suggests for partnership design and cultural fit.
News Cinema First’s “Who Will You Take?” push makes cinema a shared moment again Cinema First backs £4 tickets with a “who will you take?” story, using emotion and shared plans to drive UK cinema attendance over one weekend.
News Brazilian funk is becoming a familiar sound in K-pop’s next era Brazilian funk is rising in K-pop thanks to choreography fit, short-form loops, and Americas growth. What this shift says about culture-led distribution.
News Li Ning’s Hong Kong-only Curry T-shirt turns a tour stop into collector culture Li Ning’s Hong Kong-only Curry T-shirt ties merch to place, scarcity, and retail check-ins, reflecting how fans collect moments during tours.
News Ka-chow! F1 brings Lightning McQueen to Monza for a Cars anniversary moment F1 brings Pixar’s Cars to Monza with a Lightning McQueen appearance, a bespoke safety car livery, and merch aimed at sustaining fandom.
News McDonald’s is turning SpongeBob x One Piece into a collector Happy Meal moment McDonald’s brings SpongeBob and One Piece into one 15-toy Happy Meal set. A look at why collector behavior and fandom remix culture convert.
News StarHub turns “more coverage” into a real-world stunt for 5G+ StarHub’s 5G+ campaign uses a fifth-bar visual, transit takeovers, and a Lau Pa Sat stunt to make coverage and speed feel tangible in Singapore.
News Toyota’s Yaris Cross ad turns Alice in Wonderland into a car feature story Toyota frames the Yaris Cross through Alice in Wonderland, using story cues to communicate features and scale creative across channels in Europe.
News Arla’s “Breakfast Yourself to Victory” shows breakfast as everyday competition fuel Arla’s Feed Life masterbrand platform connects its UK portfolio, starting with a breakfast campaign built around humour and everyday “small wins.”
News Vitasoy reunites its 2009 cast for a new “Stand by me” film in Hong Kong Vitasoy reunites its 2009 cast for a new “Stand by me” film and an open call for stories, leading to a Hong Kong Station OOH showcase.
News Burger King and Toei bring Dragon Ball Super menu to Malaysia Burger King and Toei’s Dragon Ball Super collab in Malaysia uses store makeovers and collectible figurines to turn meals into fandom moments.
News John Lewis taps Louis Theroux for a gifting podcast and shoppable content series John Lewis launches “Gift List” with Louis Theroux, blending celebrity gifting stories with commerce and in-store production to reach younger shoppers.
News MINISO turns LISA partnership into a global pop-up tour across key markets MINISO takes its LISA collab global with pop-ups across Asia and North America, mixing local drops with physical experiences and mall media.
News Liberty casts Helena Bonham Carter for its Beauty Advent Calendar push Liberty markets its £285 beauty advent calendar with a mockumentary film and founder cameos, spotlighting curation as the differentiator.
News Starbucks and Peanuts drop a fall merch collection inspired by Great Pumpkin Starbucks and Peanuts roll out a Great Pumpkin-inspired merch set Sept. 15. A look at scarcity rules, collectibles, and seasonal habit marketing.
News LG’s AI-Dol turns laundry features into a K-pop-style idol group LG’s AI-Dol maps washer-dryer features to idol “members,” using a song and K-pop visuals to make AI time sensing and capacity easier to recall.
News The UPS Store adds “Blu” to make small-business services feel simpler The UPS Store debuts Blu in a multiyear campaign to broaden service awareness beyond shipping, supporting franchise consistency and recall.
News DoorDash ties delivery perks to live gigs in new Live Nation partnership DoorDash’s Live Nation ANZ deal adds concert perks and festival activations, reflecting how brands use live events to drive loyalty beyond discounts.
