News Four'N Twenty turns footy ritual into wearable merch Four'N Twenty's Pie Scarf turns a messy stadium food ritual into limited-edition fan merch ahead of Australia's grand finals.
News Pantene turns no na’s Island Girl pop-up into a Gen Z gloss room Pantene uses no na’s Island Girl pop-up to turn product trial into a Gen Z beauty experience in Jakarta.
News Magnum Ice Cream Company turns 5 brands into a beach workout Magnum and Sentosa turn Palawan Beach into a free eight-zone ice cream workout running from October through January.
News DoorDash makes dinner the entry point to hockey fandom DoorDash turns game-night food into a role inside NHL fandom, using a new campaign and broadcast sponsorship to own the household ritual.
News Jisoo takes Salomon's trail shoes into a global fashion campaign Salomon's "In the Open" campaign uses Jisoo, Seoul and three winter-ready XT shoes to connect technical performance with fashion culture.
News BTS' V brings Nothing deeper into music culture Nothing is using BTS' V to connect product design with music culture and creative identity as Headphone (1) Pro enters its audio lineup.
News Fore Coffee turns everyday cat stories into a collectible Tahilalats world Fore Coffee turns everyday cat stories into a Tahilalats pop-up spanning interactive installations, collectibles, merchandise and new menu items.
News Lotte makes JENNIE its first ad model in 10 years, then takes the campaign across Asia Lotte Department Store makes JENNIE its first ad model in about 10 years and rolls the "As I am" campaign into Vietnam and Indonesia.
News ACUVUE turns an MRT ad into a CORTIS fan-content engine ACUVUE turns a Bras Basah MRT takeover into a CORTIS photo moment, collectible push and localized K-pop fandom campaign in Singapore.
News Louis Vuitton's China sales fell an estimated 30% amid Molly Tea backlash Louis Vuitton's China sales fell an estimated 30% in July as the Molly Tea trademark fight triggered a wider cultural backlash.
News POP MART’s next test is turning Labubu fandom into story POP MART is moving Labubu from collectibles into entertainment, testing whether fandom can support deeper character stories.
News Standard Chartered turns Formula 1 preparation into a banking brand story Standard Chartered uses Formula 1 preparation and AI-enabled production to turn a sports partnership into a global banking campaign.
News e.l.f. turns its second album into a bigger entertainment play Mirror Mix shows how e.l.f. is using rising artists and cross-platform distribution to deepen its entertainment strategy.
News KFC turns a chicken tender relaunch into a boyband fever dream KFC uses fictional boyband nostalgia to turn a chicken tender relaunch into entertainment while keeping product upgrades visible across channels.
News Snickers turns Twitch chat into a live test of its hunger platform Snickers brings its hunger platform into Twitch, prompting sports fans to rethink heated chat messages before they post during finals week.
News Fenty, Glow Recipe and Huda Beauty turn packaging deja vu into content Near-identical eye patch packaging gave beauty brands, Burger King and Gillette a ready-made format for fast social trendjacking.
News The Laughing Cow stops laughing after 100 years The Laughing Cow removes its mascot’s smile to turn a familiar brand asset into a social and packaging cliffhanger.
News Telstra turns Steve Buscemi's space villain into a repeatable brand character Telstra brings back Steve Buscemi's space villain, showing how serialized characters can make a functional network benefit more memorable.
News KARINA turns her own idea into MARK & LONA’s 4-product travel edit MARK & LONA turns KARINA’s earlier product idea into an autumn-winter travel edit that stretches luxury golfwear beyond the course.
News Karina, Winter and RIIZE front Seoul’s 9-film tourism push Seoul pairs K-pop reach with a tourism idea about missing the city after a trip, then extends it across video, OOH and offline activations.
News AAMI turns a missing match ball into a five-year Grand Final ritual AAMI uses Kylie Minogue, a runaway match ball and five years of repetition to turn AFL sponsorship into an ownable Grand Final ritual.
News Brooklinen turns four celebrities into a full-funnel bedding campaign Brooklinen's first celebrity-led campaign uses four distinct personalities to turn one bedding idea into an omnichannel content system.
News The New York Times turns 175 years of ads into a campaign The Times is using 175 years of advertising history to sell a modern idea: publisher archives can double as brand proof.
News Dr. Martens turns a heel-loop phrase into its next brand platform Dr. Martens turns its heel-loop phrase into a global platform linking heritage, creative identity and a new generation of wearers.
News LISA turns PlayStation's US$84.99 DualSense into fan merch PlayStation turns its LISA partnership into a collectible DualSense and merch drop tied to fandom, gaming and music culture.
