Welcome to the automated Brand Tracker diaries.
Campaign Trail: Journeys amps up absurdity to break back-to-school conventions
Goal: To create an imaginative and loud back-to-school campaign
Claim: Don't Just Show Up. Turn Up
Media: TV, social media, influencer programs
Summary: Journeys' back-to-school campaign titled 'Don't Just Show Up. Turn Up', created by Anomaly, features a surreal music video showcasing students arriving at school in imaginative ways. It aims to embrace absurdity and creativity, inspired by art and cultural commentary, while targeting Gen Z and Gen Alpha.
The September Issue of ‘Brain’ Focuses on ‘Global Creativity’ Transforming Management and Society with Human Ideas and AI Implementation
Source: https://www.advertimes.com/20260731/article552605/
Goal: Highlight innovation and creativity in various awards
Media: magazine, awards interaction
Summary: The September issue of 'Brain' magazine focuses on 'Global Creativity,' discussing innovative projects recognized in major overseas creative awards in 2026, including the newly established 'Creative Brand' category at the Cannes Lions. The issue highlights how creativity is evaluated amidst the rise of AI and features notable Japanese award-winning projects like Nikka Whisky's 'dear difference' and Ajinomoto's 'SOUNDFUL RECIPE.' It also includes insights from judges and creators about the future of creativity.
It all came down to 17 seconds – ThinkTV announce challenge winner
Source: https://stoppress.co.nz/news/thinktv-announce-17-second-challenge-winner/
Goal: Showcase creativity in television advertising
Claim: Memorable television advertising isn’t defined by the size of a production budget
Media: Television
Summary: ThinkTV has announced the winner of the inaugural 17 Second Challenge, aimed at showcasing creativity in TV advertising without brand or product specifics. The winners, Katerina Lo and Clio Ng from PHD NZ, created the entry named ‘What the…?!’ which will be featured in ThinkTV's campaign. The challenge emphasized that the impact of advertising is determined by innovative thinking rather than budget size.
Mauricio Alfaro: ‘I find it valuable that smaller markets start to gain more visibility’
Goal: To create culturally relevant and conversation-starting ideas.
Claim: Understanding local culture and humor.
Media: Traditional and experiential media
Summary: Mauricio Alfaro, the CEO of Garabato Creative Agency, highlighted the agency’s top campaigns, such as 'Stay Unhidden', which addresses current tensions and shows sensitivity; 'BK Lomiteros', which connects Burger King with Paraguayan culture; 'Pizza Table Collection', which transforms communication into an experience; and 'SENATUR Porcentajes', which enhances Paraguay's image. Alfaro emphasized the importance of creativity that resonates locally while aspiring for a regional impact.
Good Advertising 2026: Campaign of the Month and its Winners
Goal: To challenge common excuses and focus shifts related to gender-based violence.
Claim: This communication does not ask for attention – it takes it.
Media: Outdoor
Summary: The article highlights the winners of the 'Campaign of the Month' for July 2026, showcasing various advertising campaigns that have stood out. Notable campaigns include 'INTE ALLA MEN' by UN Women Sweden, which effectively challenges societal excuses about gender issues. Other campaigns are recognized for their unique approaches and creativity across different media.
Pablo Blaya and Pere Escobar: ‘Technology can accelerate an idea, but it cannot give it truth’
Goal: To illustrate a universal insight related to the brand.
Claim: Only three photos and one word.
Media: Advertising campaigns
Summary: Pablo Blaya and Pere Escobar, creative writers and team leaders at Oniria, shared their successful campaigns from 2025, highlighting McDonald's 'Impacientes,' which captures a universal insight, and other notable projects emphasizing local identity and community involvement in Paraguay.
Tribeca Festival Lisbon and Imperial Business School Join Worten Mock Fest
Goal: To foster discussions on creativity and leadership in the entertainment industry
Media: Live talks, podcasts, digital content, outdoor programming
Summary: The Worten Mock Fest is enhanced by the introduction of the Tribeca Storymakers stage, featuring talks on creativity, communication, and leadership, in collaboration with the Tribeca Festival Lisboa and Imperial Business School. The festival takes place from August 28 to 30 in Lisbon, offering free access to the majority of its programming, including stand-up performances and live podcasts, while aiming to be a hub for humor, culture, and creativity.
Three Questions for Anja Trbojević and Stefan Bobrek: Winning the Young Lions Competition in Our Country is a Turning Point that Brought Us Incredible Experience, Confidence, and New Opportunities
Goal: To promote creativity among young professionals
Claim: Creativity is strongest when it's honest and brave
Summary: The article discusses the Young Lions competition in Bosnia and Herzegovina, highlighting the experiences of last year's winners, Anja Trbojević and Stefan Bobrek, who gained valuable insights and opportunities from participating in Cannes. The competition encourages young creatives to embrace risks and authenticity in their work.
Flor Carvallo and Andrés Quezada: ‘When a truly powerful idea exists, the size of the country or industry ceases to be a limit’
Goal: To create impactful advertising that resonates locally and globally.
Claim: When an idea is truly powerful, the size of the country or industry is no longer a limit.
Media: Various media channels including local insights.
Summary: Flor Carvallo and Andrés Quezada from Publicis Panama discussed the agency's notable achievements, particularly in 2025, including winning multiple Effie awards for McDonald's, Heineken, and Maggi. They highlighted the challenges of adopting AI to enhance client solutions while maintaining privacy. The success of the 'Big Ma' campaign for McDonald's was especially noted for its blend of local insights and universal storytelling, demonstrating the power of creative ideas regardless of geographical constraints.
Ariel Serkin: ‘Human talent will continue to be the heart of our industry’
Goal: Engage consumers and achieve excellent business results
Summary: Ariel Serkin, CCO of Isla México, discussed the agency's standout campaigns in 2025, including 'Everything for Cheetos.' He also emphasized the importance of human talent in the advertising industry amidst challenges posed by technology and artificial intelligence.
Creative Direction is Not About ‘Instruction’ but About ‘Designing the Unknown’ Part 2
Source: https://www.advertimes.com/20260722/article549241/
Goal: Encourage personal interpretation and creativity in clothing design
Claim: Embrace freedom in fashion
Summary: The article discusses the importance of creativity and interpretation in design, particularly in the context of Issey Miyake's brand philosophy. It emphasizes the concept of 'blank space' in design, allowing the wearer to have personal freedom in how they interpret and use the clothing, which fosters a collaborative relationship between the creator and the user.
Fitz Maro at Golden Drum will showcase an AI system that gives him time for ideas
Goal: To demonstrate how AI can enhance creativity by reducing repetitive tasks
Media: Live presentation
Summary: Fitz Maro will showcase his AI system designed to take over repetitive tasks, allowing creatives to focus on thinking and decision-making. He will present at the Golden Drum festival on October 12 and 13, discussing the integration of AI, new technologies, and immersive experiences in advertising, aiming to shift the conversation about AI's impact on creativity toward practical applications.
Wrap Up Cannes Lions 2026: Human Creativity, the Biggest Differentiator Against a Possible ‘Tsunami of Mediocrity’
Goal: Highlighting the importance of creativity in branding and organizational culture.
Claim: Human creativity as a competitive differentiator.
Media: Festival presentations, global discussions.
Summary: The Cannes Lions 2026 emphasized that human creativity is the key competitive advantage in the context of increasing technology and artificial intelligence. The festival showcased how brands like AB InBev are integrating creativity into their organizational culture, positioning it as a strategic tool for growth. The event also warned against the risks of AI homogenizing creativity, stressing the importance of creative friction and the continued role of branding principles amidst technological advancements.