All Marketing knowledge

Gap Inc.'s Athleta launches a purpose-led fall campaign under CMO Erika Everett, swapping transactional ads for cinematic storytelling to reverse an 11% sales slide.

Adidas and Aston Villa turned a leaked kit reveal into a neo-noir whodunnit, 'Gaslamp', with Unai Emery hiring a detective to find who unveiled the shirt early.

George at Asda's first single-agency campaign across fashion and home, by Lucky Generals, reframes own-label value as insider style knowledge.

Maynards Bassetts launches 'Set the Juice Loose', a £4m VCCP campaign of bold posters and lift takeovers dramatising the sweets' juiciness across five UK cities.

Agency Häppy has rolled out the first-ever cross-media brand campaign — anchored by a debut TV spot — for Finnern's specialist cat-food brand Kattovit.

BBDO Germany has installed Ina Behrendt as Chief Creative Officer at holding level, reshuffling creative leadership barely a year after the last change.

Berlin's transit operator BVG and Jung von Matt released a tongue-in-cheek film crowning Berlin — not Paris — the real 'city of love', extending a decade-old platform.

Lufthansa and Serviceplan Munich turned in-flight etiquette debates — armrest rights, clapping on landing — into a limited 'Travel Etiquette Collection' of merch.

Nancy-based company-formation startup Swapn has launched its first national TV campaign, comparing launching a business to having a baby — a digital B2B challenger betting on linear TV.

La Poste's multi-federation campaign has referees wear the number 84 to protest incivility — a new digital film wave now running across four French sports.

French-born social app BeReal published results from its first 'RealCard' app-open takeover, run with Crédit Agricole during the 2026 World Cup — nearly 14 million impressions.

French direct insurer L'olivier Assurance and agency So Bang launched 'Sortez du troupeau', a campaign whose characters and animation are entirely generative-AI-produced.

Intermarché and agency Romance added four absurdist new films to their long-running 'life shouldn't cost this much' saga, treating everyday groceries as luxury goods.

JCPenney has launched a comedic campaign parodying wellness retreats to 'cure' shoppers of bad off-price habits, reframing value and taking a direct swing at treasure-hunt chains.

Coca-Cola's Fanta has unveiled a proprietary Halloween 'Haunted Universe' of original characters across ~50 markets — a bet that owning seasonal IP can make Halloween its answer to Coke's Christmas.

Liquid Death and Jason Kelce's Garage Beer launched a satirical 'We Want Your Pee' campaign urging Americans to save urine to 'cool' AI data centers — a culture-jack built for earned media.

Old El Paso's biggest creative shift in years, by VCCP Blue, celebrates the joyful mess of family dinners with a taco crunch that summons people home across 21 markets.

Audi UK's cinematic 'After Dark' spot from BBH London has four e-tron models evade security to reach the Silverstone grid, tying EV performance to motorsport heritage.

Channel 4 and in-house agency 4Creative launch survival series 'Apocalypse' with three darkly comic films arguing modern humans are too awkward to survive.

Three UK has retired "Life Needs A Big Network" for "Let Fun In," a culture-first platform fronted by a viral inflatable-chicken figure skater — a bet that entertainment now sells telecoms.