Welcome to the automated Brand Tracker diaries.
Gen Z perspectives: MTI’s agency picks, UNIQLO’s local love and the evolution of K-culture
Goal: To celebrate Singapore's National Day by engaging local communities through art
Claim: Wearable art inspired by Singapore's neighborhoods
Media: UTme! collection, pop-up events
Summary: UNIQLO is collaborating with the Land Transport Authority to celebrate Singapore's National Day by turning MRT neighborhoods into wearable art through a UTme! collection featuring exclusive illustrations by local artist Jon Tan. This initiative is part of a broader SG61 campaign that includes exclusive collections and enhanced omnichannel shopping experiences.
Limited Cookie Edition: How Oreo Together with BTS Wants to Activate a Global Fan Movement
Goal: Activate a global fan movement
Summary: Oreo has launched a limited cookie edition in collaboration with BTS, aiming to engage and activate a global fan movement. The partnership is designed to harness the immense popularity of BTS among fans worldwide, leveraging the band's influence to increase brand visibility and engagement.
PUMA Middle East collaborates with Dystinct for ‘Never Not Suede’ drop
Source: https://campaignme.com/puma-middle-east-collaborates-with-dystinct-for-never-not-suede-drop/
Goal: Showcase the Suede collection and highlight individuality through music, fashion, and sport.
Summary: PUMA Middle East collaborates with Moroccan-Belgian artist Dystinct for the 'Never Not Suede' campaign, showcasing the Suede collection while exploring Dystinct's cultural influences across music, fashion, and sport. The campaign highlights themes of self-expression and authenticity, using vibrant colorways of the Suede sneakers.
Trentino in 2027: The Innovation Festival kicks off with Il Sole 24 Ore
Goal: To create a platform for dialogue and innovation in Trentino
Summary: The Festival of Innovation in Trentino will resume in October 2027, following the successful Wired Next Fest Trentino from 2023 to 2025. The initiative aims to establish a dialogue between businesses, institutions, and the public, showcasing Trentino as a hub for innovation and collaboration. Key contributors include the University of Trento and various local institutions. The goal is to strengthen the region's research and economic development capabilities.
Shibuya Becomes a ‘Sengoku Cool Spot’ for 20th Anniversary of Kingdom
Source: https://www.advertimes.com/20260729/article552092/
Goal: Celebrate the 20th anniversary of Kingdom
Claim: Experience the heat of 20 years of Kingdom in the cool spot of summer Shibuya
Media: Physical event, merchandise sales
Summary: Shueisha's 'Weekly Young Jump' published 'Kingdom' is hosting the 'Kinkin Kingdom' event from August 4 to 11 to celebrate its 20th anniversary at SHIBUYA TSUTAYA. This 'Sengoku cool spot' is designed to let visitors experience two decades of excitement in a refreshing environment. Activities include an exhibition of replica artworks, a photo opportunity with a life-sized spear from the series, and collaborations with brands for exclusive merchandise. The event will provide cashless sales of special commemorative goods.
Vodafone concludes 71 technological innovation projects supported by the PRR
Goal: To validate and accelerate the development of innovative products and services
Summary: Vodafone has completed 71 technological pilot projects in collaboration with the national innovation ecosystem as part of three Test Beds and a Mobilizing Agenda related to the Recovery and Resilience Plan (PRR). These projects, primarily developed in the Vodafone Boost Lab, allowed startups and SMEs to test solutions in areas such as AI, IoT, and healthcare. This initiative not only exceeded its contractual goals but also contributed to the acceleration of new product market entries and collaborative projects that impact economic transformation.
Adform and IAB Tech Lab Work on Open Standard for Agentic Advertising
Source: https://www.adformatie.nl/media/media/adform-werkt-aan-open-standaard-voor-agentic-advertising
Goal: Create an open standard for agentic advertising
Summary: Adform and IAB Tech Lab are collaborating to develop an open standard for agentic advertising, aiming to enhance the advertising ecosystem through standardized practices.
Flip & Foldable: Samsung Enlists Spider-Man for the Launch of the New Galaxy Z Series
Goal: Promote the launch of the new Galaxy Z series
Summary: Samsung has partnered with Spider-Man for the launch of their new Galaxy Z series, aiming to attract attention and engage consumers through this collaboration.
Venice International Foundation presents with Havas Arte e Cultura and Nativa the Pact for Art to protect heritage
Goal: To support and preserve Venice's artistic heritage through a long-term collaboration
Claim: Co-creating cultural projects for shared value
Summary: The Venice International Foundation, in collaboration with Havas Arte e Cultura and Nativa, has launched the 'Patto per l’arte' in Milan, aimed at establishing long-term support for the artistic heritage of Venice. Various companies, including Banca Ifis and Deloitte, will join in multi-year initiatives focusing on restoration, training programs for youth, and enhancing museums. Havas aims to transform culture into a key asset for reputation and shared value, emphasizing the importance of co-creation in cultural patronage.
Gap Leans on Nostalgia. With Hailey Bieber, It Presents a New Denim Collection and Campaign
Goal: To celebrate nostalgia and the 90s fashion through a denim collection
Media: Television, Online
Summary: Gap has launched a limited denim collection called The Hailey Jean in collaboration with Hailey Bieber, inspired by the relaxed styles of the 90s. The campaign, created with agency Bolded, features a nostalgic aesthetic that links contemporary views on fashion with references to 1996, the year Bieber was born, and includes nostalgic music from The Cranberries. It offers two variations of the jean, available in six colors online.
Establishment of ‘Human-Centered AI Consortium’ – Aiming to Enhance Creativeness of Consumers through Industry-Academia Collaboration
Source: https://www.advertimes.com/20260722/article551195/
Goal: To promote collaborative discussions regarding human-centered AI
Summary: On July 21, 2026, Hakuhodo DY Holdings, Hitachi, GMO Pepabo, and Smart Governance jointly established the Human-Centered AI Consortium. The consortium aims to be an arena for neutral and cross-disciplinary discussions involving about 30 experts from academia, law, and industry. It addresses social issues prompted by the rapid development of generative AI, such as uniformity in outputs, lack of accountability, biases, misinformation, and cognitive effort reduction among users.
NOS Launches Summer Campaign Dedicated to Artificial Intelligence with José Condessa
Goal: Show how technology can simplify everyday life during vacations
Claim: A network that never takes a vacation from Artificial Intelligence
Media: Television, cinema, digital platforms
Summary: NOS has launched its new summer campaign focusing on Artificial Intelligence, featuring actor José Condessa. The campaign showcases an AI agent helping with typical summer tasks, emphasizing the need for reliable internet for AI to be truly useful. It also includes a digital component encouraging collaborative storytelling with AI prompts and educational tutorials on AI literacy. Developed by agency O Escritório, the campaign started on July 20 and will be present across various media.
Mount Rainier x Shincho Bunko’s Cross-Industry Collaboration Proposes ‘True Break’ at Large Bookstore Events
Source: https://www.advertimes.com/20260721/article551071/
Goal: To offer a new reading experience and promote relaxation
Claim: Delivering a comfortable break in daily life
Media: Bookstore events
Summary: Morinaga Milk Industry's Mount Rainier has launched a collaboration project called 'True Break' with Shincho Bunko as part of the bookstore fair celebrating its 50th anniversary. This initiative aims to create a new reading experience encouraging consumers to enjoy a moment of relaxation with a cafe latte in hand. Events include reading spaces, photo opportunities, and interactive activities in bookstores across Japan from August 8 to 22.
From Advertising to National Defense: Four Major Associations Directly Address the Core Base of Drones, Opening New Cross-Border Layouts in the AI Era
Source: https://www.brain.com.tw/news/articlecontent?ID=53140&sort=
Goal: To promote collaboration between marketing and technology sectors, particularly in the drone industry.
Summary: On May 15, four major advertising associations in Taiwan collaborated for the first time to host an industry exchange event focused on the integration of technology and humanities. The event showcased the latest trends in the global drone industry and Taiwan's key positioning within it, with hopes to foster future collaborations in branding and marketing as the drone sector evolves.
Next After Pokémon: J.League Communicates the Behind-the-Scenes of VAR and Decisions with ‘Detective Conan’
Source: https://www.advertimes.com/20260717/article550986/
Goal: Increase awareness of the J.League among Detective Conan fans and referees
Media: Television
Summary: The J.League is collaborating with the anime 'Detective Conan' by airing a special episode titled 'J.League Opening Whistle' on July 18. This campaign aims to attract Detective Conan fans to the J.League and enhance the understanding and respect for referees and VAR technology in soccer. The collaboration coincides with the J.League's transition to a new season start in August, marking a significant change for the league.
CASE STUDY | The Unexpected Partnership of Maxima and Maison Beasti Brought Street Fashion to Grocery Store Shelves
Goal: To integrate street fashion into grocery shopping
Summary: The article discusses an unexpected collaboration between Maxima and Maison Beasti, which has brought street fashion into grocery store shelves. This partnership aims to create a unique shopping experience by blending fashion with everyday grocery shopping.
Horizon Global wins media account of Skechers
Source: https://meiosepublicidade.pt/2026/07/17/horizon-global-conquista-conta-de-meios-da-skechers
Goal: To manage media buying and campaign planning in 31 markets for Skechers.
Media: Digital, social media, press, point of sale
Summary: Skechers has partnered with Horizon Global for media management in 31 markets, using the BluConverged digital platform for campaign planning and media buying. This follows Skechers' collaboration with artist Romero Britto on the Skechers x Britto collection. The contract does not affect media management in the USA and select other countries.
There is a new green and white flavor at Santini to celebrate Sporting’s 120 years
Goal: Celebrate the identity of Sporting and unite generations
Media: HORECA channel
Summary: Santini collaborates with Sporting Clube de Portugal to celebrate the club's 120th anniversary by launching exclusive products inspired by the club's green and white stripes. The partnership includes the special 'Picolini Sporting Santini' and a unique ice cream flavor created for this collaboration, highlighting the long histories of both brands.