Brand Tracker

Welcome to the automated Brand Tracker diaries.

Croatia

Value Instead of Breakup, Sound Instead of Logo: Cannes Lions Creativity Report 2026

Brand: Clash Royale, Uber, Sting, Columbia Sportswear, PENNY

Campaign: Copycats Welcome, Uberlândia E.C. Sponsorship, Formula 1 Sound Campaign, Expedition Impossible, Sheep Happens

Source: https://www.media-marketing.com/vijesti/vrijednost-umjesto-prekida-zvuk-umjesto-logotipa-cannes-lions-creativity-report-2026/

Goal: To create value for the audience and enhance brand engagement

Media: Mobile games, social media platforms (X, Reddit, YouTube), mass media

Summary: The Cannes Lions Creativity Report 2026 highlights how brands are increasingly gaining attention by offering real value to audiences, utilizing identifiable sounds, and fostering transparency. It categorizes awarded campaigns into four directions: Fair Trade, Sound Reasoning, Fan Folklore, and Tackling Truth. Notable campaigns include Clash Royale's Copycats Welcome, Uber's sponsorship of Uberlândia E.C., Sting's association with Formula 1 sounds, and Columbia Sportswear's Expedition Impossible focused on audience interaction.

Czech Republic

Advertising Enters ChatGPT. Agencies Are Already Testing It With Clients

Brand: 81 klima, momenti

Campaign: ChatGPT Ads

Source: https://www.mam.cz/novinky/media-a-trh/medialni-nakup/2026-08/reklama-vstupuje-do-chatgpt-ceska-agentura-ji-uz-testuje-s-klienty/

Goal: To test and understand a new advertising format

Media: ChatGPT

Summary: Czech Promotion is testing a new advertising format called ChatGPT Ads with clients, including brands 81 klima and Momenti. This innovative approach allows ads to appear in conversations with AI, targeting potential customers precisely when they are making purchasing decisions. The aim of the initial campaigns is to learn how this new format functions in practice and to gain firsthand experience before it becomes a standard part of media strategies.

advertising innovation ChatGPT Ads Czech promotion

Ireland

Dublin Drivers Get a Reason to Laugh with Blocked Wheel

Brand: Paddy Power

Campaign: A Captive Audience

Source: https://www.media-marketing.com/vijesti/dublinski-vozaci-su-uz-blokiran-tocak-dobili-i-razlog-za-smijeh/

Goal: To bring humor to an unpleasant situation

Media: Social media

Summary: Paddy Power has turned a frustrating situation for drivers in Dublin—having their car wheels blocked—into a comedic opportunity by placing humorous messages on the yellow wheel clamps. This initiative, called 'A Captive Audience', aims to lift spirits during an awkward moment and includes distributing free tickets to the Paddy Power Comedy Festival, which runs from July 23 to July 26 at Iveagh Gardens. The campaign creatively utilizes an unpleasant experience to provide humor and promote a comedy festival.

advertising innovation comedy festival humor