Welcome to the automated Brand Tracker diaries.
In September, the edition of Planetaria Festival by Superhumans
Goal: To create a narrative platform that connects culture, scientific research, business, and society.
Claim: Creating culturally relevant platforms across community engagement.
Media: Digital content, original productions, cultural events
Summary: The third edition of the Planetaria Festival, organized by Superhumans, will take place on September 26 and 27 in Bologna. The festival focuses on urban transformations redefining living and planning for the future, directed by artistic leader Stefano Accorsi and scientific director Giulio Boccaletti. The project aims to combine strategy, creativity, and editorial curation to build platforms that draw attention through cultural relevance and enable brands to engage with communities meaningfully.
Casa Milhafre opens in Terceira Island and transforms each visit into a contribution to biodiversity
Goal: To promote brand products and support environmental preservation.
Claim: Values of Another Nature
Media: Interactive installation, social media
Summary: Milhafre dos Açores launched Casa Milhafre, a temporary installation at Teatro Angrense, promoting local products while contributing to environmental recovery. For each visitor that registers, the brand will support an environmental recovery action on the island, targeting invasive species removal and native tree planting. The initiative combines sensory experiences and sustainability messaging through plantable invitations, highlighting the brand's commitment to biodiversity and the Azorean territory.
How to Market With Gen Z, Not To Them
Source: https://www.adweek.com/brand-marketing/how-to-market-with-gen-z-not-to-them/
Goal: Engage Gen Z through community-driven co-creation in sports.
Claim: Bringing young creatives into local communities.
Media: Collaborative events, social media
Summary: Lenovo is focusing on connecting with Gen Z by actively listening to their insights through a Gen Z Advisory Board. The company emphasizes real-world storytelling and co-creation in its marketing strategy. The 'Your Club Your Canvas' initiative engages young creatives to design soccer club kits in collaboration with local communities, showcasing how technology can support authentic creativity.
Hemisphere wins Health NZ’s gambling harm account
Source: https://stoppress.co.nz/partner-articles/hemisphere-wins-health-nzs-gambling-harm-account/
Goal: To reach communities most affected by gambling harm and encourage them to seek help.
Summary: Hemisphere has secured the Minimising Gambling Harm account from Health New Zealand to address gambling-related challenges over the next three years. The initiative aims to engage communities impacted by gambling harm through a unified approach. Hemisphere emphasizes its longstanding involvement in social marketing, alongside its partnership with Māori-owned Big River Creative to enhance cultural representation in their campaigns.
Adega Mayor Launches Official Wine of the Festas do Povo de Campo Maior
Goal: Celebrate cultural heritage and contribute to the preservation of local traditions
Claim: A tribute to collective strength and the land where we were born
Media: Events and guided tours
Summary: Adega Mayor celebrates the return of the Festas do Povo in Campo Maior by launching a limited edition wine that honors the cultural heritage of the region. A portion of the proceeds will support the Festas do Povo Association. The campaign includes wine tastings, decorations, and guided tours during the festivities.
Paw Patrol and Attunda Fire Brigade Teach Kids to Be Heroes
Source: https://www.resume.se/marknadsforing/kampanj/barn-lar-sig-bli-vardagshjaltar-med-filmhundar/
Goal: To teach children to be everyday heroes
Claim: Courage, teamwork, and caring can make a difference.
Media: Social media, on-site event
Summary: The campaign, organized by Samy in collaboration with Attunda Fire Brigade and Gröna Lund, aims to engage children aged 3-6 by bringing Paw Patrol characters to life prior to the release of the 'Dinosaur Movie'. The event includes playful activities where children learn about bravery, helping others, and making a difference.
Camugin Strengthens Its Connection with the Territory with a Water Polo Tournament in Camogli
Goal: To strengthen the brand's connection with the community and territory of Camogli.
Summary: Camugin, a gin brand owned by 1492 Coloniale Group, initiated a water polo project in collaboration with Rari Nantes Camogli for the 2026-2027 sports season, aimed at enhancing its connection with the local community. The project, which includes a tournament involving mixed teams, focuses on creating community ties through sports and includes activities like a post-match event with a DJ set and public engagement. The collaboration will last throughout the sports season, aligning with the brand's values of authenticity, quality, and connection to the sea.
From Food Boxes to Life-Changing Empowerment Program
Source: https://www.brain.com.tw/news/articlecontent?ID=53137&sort=
Goal: To empower disadvantaged children through education and inclusive experiences
Claim: Bridging social gaps for mutual prosperity
Media: Exhibition and interactive events
Summary: The André Foundation is shifting its approach from providing food assistance to empowering disadvantaged children through education and inclusive interactions at the 2026 Taipei Children's Festival. The event breaks down social barriers by inviting both disadvantaged and affluent children to participate in shared activities, aiming to instill empathy and shared growth among all participants.
Heineken Celebrates Cannes Success with Homecoming Event
Source: https://www.adworld.ie/2026/07/17/heineken-celebrates-cannes-success-with-homecoming-event/
Goal: To encourage communities to take action to save their local pubs.
Claim: Pubs are at the heart of social connection.
Media: Documentary film, earned media, community events
Summary: Heineken Ireland celebrated its success at the Cannes Lions Festival with a homecoming event for the award-winning campaign 'The Pub That Refused To Die,' which highlights the efforts of the Kilteely community in saving their local pub, emphasizing the importance of pubs in social connections and community life.
Ezaki Glico and Kinotrope Present at ‘Successful Strategy Website Summit 2026’ Held on July 22
Source: https://www.advertimes.com/20260716/article550835/
Goal: To enhance customer engagement through a digital community
Claim: Transforming fan communities into collaborative platforms
Media: Webinars, Seminars
Summary: HeartCore held a seminar in Tokyo titled 'Successful Strategy Website Summit 2026', emphasizing the evolution of websites from creation to performance in the AI era. Notably, Glico's Hiroshi Takeko discussed the growth of their fan community 'with Glico', achieving tripled membership through better CMS utilization and new customer experiences. The event highlighted the need for robust marketing strategies and effective data utilization in the digital landscape.
Driving Social Good: How the 2026 Taipei Children’s Festival Will Transform Exhibitions and Support Underprivileged Education
Source: https://www.brain.com.tw/news/articlecontent?ID=53136&sort=
Goal: To provide innovative and integrated experiences for underprivileged children.
Claim: Without originality, there is no future.
Media: Exhibitions, experiential marketing, community engagement
Summary: The 2026 Taipei Children's Festival aims to transform traditional public welfare into a comprehensive educational platform through innovative experiences. Scheduled for August 15-16 at the Nangang Exhibition Center, the event will host around 1,200 booths featuring interactive educational games across six thematic areas. The festival emphasizes original experiences and aims to reshape children's perspectives while providing opportunities that could inspire them to envision their futures as champions in various fields.
Mastercard at the Sarajevo Film Festival: Eleven Years of Partnership Bringing Priceless Experiences
Goal: To provide unique and invaluable experiences for Mastercard users at the Sarajevo Film Festival and promote gender equality in the film industry.
Claim: The red carpet is wide enough for everyone.
Media: Social media, online platforms
Summary: Mastercard has been the exclusive sponsor of the Sarajevo Film Festival for eleven consecutive years, aiming to offer unique experiences for card users. The campaign emphasizes equality and inclusion, featuring benefits for tourists and enhanced ticket purchasing options while also promoting gender equality and community engagement. This year, Mastercard introduced a global dimension by connecting the festival to its Priceless platform, allowing film lovers to participate as VIP guests. The campaign also included numerous local business partnerships and experiences, contributing to a rich cultural immersion.
The Dok Region Relaxes, Sarajevo Lives Full of Advertising
Goal: Connect with the audience through shared values of joy, community, and enjoyment of life.
Claim: Poli Crazy for Film
Media: billboards, outdoor advertising
Summary: During the Sarajevo Film Festival, the brand Poli enhanced the event atmosphere with its campaign 'Poli Crazy for Film', promoting joy and community. The campaign included colorful billboards around the city and a special breakfast event for film crews, thereby reinforcing Poli's image as a brand that is present during special moments. The initiative successfully showcased Poli's connection to film culture, emphasizing that everyone can make their own version of a Poli sandwich.
Football fans, these brands have more planned for you than just 90 minutes
Goal: To turn bars into community gathering spaces for football fans during the World Cup.
Media: Global anthem film, market-specific activations
Summary: The article discusses how brands are engaging with football fans during the FIFA World Cup. AB InBev's campaign, 'Cheers to bars', focuses on transforming bars into viewing hubs and includes various activations aimed at enhancing local business support and fan engagement during the tournament.
Auchan: The digital as an extension of neighborliness
Source: https://www.imagensdemarca.pt/artigo/auchan-o-digital-como-extensao-do-vizinhismo/
Goal: To establish a closer and more human relationship with Portuguese communities.
Media: Digital media, social media, and community events
Summary: The article discusses Auchan Retail Portugal's new communication platform called 'vizinhismo', aiming to foster human connections through kindness and community engagement. Following its expansion and rebranding, Auchan is focusing on digital engagement, with significant investment in social media, and communities. The campaign also includes music and events that resonate with different generations, enhancing the brand's presence in the daily lives of the Portuguese people.
La Fallera Celebrates 10 Years of #PaellaEmoji with Carlos Sobera
Goal: To celebrate the 10th anniversary of #PaellaEmoji and engage the community
Claim: The paella is a symbol of unity, and the #PaellaEmoji is the best demonstration
Media: Social Media
Summary: La Fallera has launched a new campaign to commemorate the 10th anniversary of #PaellaEmoji, which was added to the Unicode standard thanks to a popular mobilization. Coinciding with International Emoji Day, the campaign features Carlos Sobera and aims to engage the community in celebrating the anniversary with new proposals around the #PaellaEmoji. The initiative revives the spirit of participation that made #PaellaEmoji a global phenomenon, and emphasizes paella as a symbol of gathering.
Oman: ‘Sports Spark 2026’ kicks off with expanded summer programme
Source: https://www.gulf-insider.com/oman-sports-spark-2026-kicks-off-with-expanded-summer-programme/
Goal: Encourage physical activity and promote healthy lifestyles.
Summary: The fourth edition of Sports Spark has launched at the Oman Convention and Exhibition Centre, offering a diverse summer programme that combines sports, entertainment, and community engagement for all ages. Running until August 15, the event has expanded significantly this year, showcasing over 20 sports and activities, including flagship events like the Spark Martial Arts Championship and the Muscat Night Run. The initiative aims to support community health and well-being through active participation.
Initiative for More Women in the Names of Streets in Bosnia and Herzegovina
Source: https://www.media-marketing.com/womancomm/inicijativa-za-vise-zena-u-nazivima-bh-ulica/
Goal: To raise awareness about gender inequality in naming streets, squares, and parks in Bosnia and Herzegovina.
Claim: Stand up for EQUALITY
Summary: The campaign 'TRGni se za RAVNOPRAVNOST' aims to balance the naming of streets, squares, and parks between male and female names in Bosnia and Herzegovina, highlighting the issue of gender inequality. It underscores the contributions of women in various fields and encourages younger generations to learn about inspiring women in Bosnian history. Supported by multiple organizations, the initiative invites citizens to join and sign a petition.