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Beer brand Stella Artois is inviting travelers to view a delayed flight as an opportunity for an unexpected breather. Developed by GUT Miami, the "A Delay Worth More" campaign draws on the fact that approximately 30,000 flights are delayed globally every day, affecting around 6 million travelers.Rather than commiserating with stranded passengers, Stella's approach celebrates these moments of limbo, of time both lost and found. The brand created an algorithm that feeds real-time flight data into digital airport billboards, generating context-aware messages like "The 4:15 PM flight to Toronto is fortunately delayed" alongside imagery of a perfectly poured Stella Artois.TREND BITEThe campaign reframes what's typically a source of traveler annoyance and anxiety into an opportunity to savor a premium beer. By offering that perspective shift, Stella positions airport delays as serendipitous moments for reflection and enjoyment all while driving footfall to airport bars.Stella Artois is tapping into people's growing appreciation (and desire) for unstructured, spontaneous moments. The brand is encouraging travelers to reclaim the 'wasted' time of flight disruptions as a gift: an unplanned invitation to slow down and find a moment of pleasure.
Category:
Marketing and Advertising
Britain's National Trust recently partnered with Nowadays On Earth and Pitch Studios to present Glitch, an augmented reality platform aiming to bring blossom trees to younger and more diverse audiences. By merging technology with ecological education in an immersive digital experience, the collaboration offers a new way for London residents to connect with nature.Using AI, machine learning and LIDAR technology, Glitch allows users to visualize five different species of blossom trees in their local environment through their smartphones. The platform features cherry, plum, damson, apple and hawthorn trees, all native to Britain. Through a conversational interface with a 'cyberbug' guide, users answer questions about their neighborhood before generating and virtually placing trees in areas they believe need revitalizing.TREND BITEThe collaboration addresses multiple converging challenges: declining biodiversity in urban spaces, limited access to green areas in cities, and the need to engage younger generations in conservation efforts. By adding a layer of play to the experience of learning about native flora, the National Trust and Glitch are creating an accessible entry point to gardening and environmental stewardship. As Nowadays On Earth points out, "If we're going to face the polycrisis head-on, we need more than urgency we need imagination and tools that invite people to grow another world."
Category:
Marketing and Advertising
In what seems to be a world's first in sports marketing, ASICS has signed Felix the Samoyed as an official brand ambassador, acknowledging the role of dogs as exercise influencers. Felix, who has 1.2 million Instagram followers, will "champion his love of walks, runs and even zoomies." The move is backed by research showing that 65% of dog owners cite their pets as their primary motivation to get moving, surpassing the influence of family members, celebrities and personal trainers.Additionally, ASICS' survey of 28,000 people across 14 markets revealed that dog owners are 31% more likely to meet recommended physical activity guidelines. They also boast mental wellbeing metrics that are 18% higher than those of non-dog owners. Professor Brendon Stubbs of King's College London, who analyzed the research, notes that dog owners average 210 minutes of exercise weekly, with 81% reporting that moving with their canine companion improves their mental wellbeing.Beyond Felix's appointment, ASICS is inviting dog owners to nominate their own pets for a chance to become official 'Mind's Best Friend Ambassadors.' The brand is also leveraging the campaign for social impact; each post shared with #MindsBestFriend before 12 July 2025 will raise funds for mental health organizations, including Mind in the UK, Mind Us in the Netherlands and NAMI in the US.
Category:
Marketing and Advertising
Newly launched, Philips' Fixables initiative addresses the limited repair options available to consumers. Rather than requiring customers to go through the hassle of sending products back for servicing, Philips is offering open access to 3D-printable replacement parts for select personal health products. The premise? If buying a replacement takes just one click, repairing a product someone already owns shouldn't be much harder.Fixables is the result of a collaboration with 3D printer manufacturer Prusa Research and creative agencies LePub Amsterdam and LePub Milan. Philips sees the project as part of its wider circular business strategy, and as a response to people's growing frustration with electronic waste and throwaway culture.At the core of Fixables is a digital library of 3D-printable parts. Users can download and print parts at home or through certified partners. The pilot kicked off in Czechia, with global access via Printables, an online platform for 3D printing owned by Prusa. Just one part is available at time of launch (a replacement comb for a beard trimmer), but additional parts will be added over time.
Category:
Marketing and Advertising
A concept bar by Suntory features a unique twist. Instead of ordering a drink by name say, a Sidecar or a Paper Plane visitors choose an emotion that's paired with an existing cocktail. Glass and Words, returning to Shibuya from May 2nd to 13th, offers patrons an immersive experience where words become the basis for customized cocktails.Guests first step into the glass room, where rows of empty cocktail glasses wait on shelves, their coasters marked with descriptions of emotions. After choosing an emotion that resonates with their current mood, the guest brings their glass to a bartender, who prepares a cocktail to match and explains its ingredients. The experience simultaneously demystifies cocktail culture for newcomers while creating an emotionally resonant experience.Following last year's completely sold-out debut, Suntory has doubled reservation slots, expanded drink offerings and incorporated phrases submitted by popular influencers. Priced at JPY 1,000, each visit includes one alcoholic or non-alcoholic beverage.TREND BITEGlass and Words aims to lower barriers for those intimidated by traditional bars while highlighting the versatility of cocktail crafting. "Many people are interested in bars but feel uncertain about stepping through the door," says Suntory. At a moment when face-to-face interactions continue to decline, the brand has created an experience with simple steps communicated in advance. For people who are entirely at home in digital realms but might worry about unfamiliar norms and social cues in IRL spaces, the concept offers both a framework and an accessible entry point.
Category:
Marketing and Advertising