Brand Tracker

Welcome to the automated Brand Tracker diaries.

UAE

Starbucks turns handwritten names into a message of togetherness

Brand: Starbucks

Campaign: Originals. Stronger Together

Source: https://campaignme.com/starbucks-turns-handwritten-names-into-a-message-of-togetherness/

Goal: To show solidarity and promote togetherness among the diverse population

Claim: Originals. Stronger Together.

Media: Out-of-home (OOH), social media

Summary: Starbucks launched the 'Originals. Stronger Together' campaign to convey a message of solidarity during regional tensions, using handwritten names on cups as a symbol of unity. The campaign featured a large billboard on Sheikh Zayed Road made of real Starbucks cups with different names and scripts, and it was supported by social media engagement, encouraging the public to share their own stories. The initiative focused on celebrating diversity and togetherness without a product-driven approach.

Japan

DEI is Not Just a ‘Social Contribution Framework’: Two Dentsu Creators Discuss the ‘Power to Transcend Boundaries’ That Creates Hits

Brand: Dentsu

Campaign: BORDERLESS CREATIVE SCHOOL

Source: https://www.advertimes.com/20260828/article555426/

Goal: To cultivate creators who can create new work and value by questioning the status quo.

Claim: The essence of DEI is the power to question the ordinary.

Media: Workshops, seminars, educational courses

Summary: The article discusses the perspective of two Dentsu creative directors on DEI (Diversity, Equity, and Inclusion) and their initiative, BORDERLESS CREATIVE SCHOOL, which aims to train creators to challenge conventional norms and create innovative work. They emphasize the importance of questioning established boundaries in society, such as gender roles and cultural expectations, and showcase successful projects that embody this DEI approach.

creative education diversity social impact

Finland

HSL’s Brand and Marketing Director Anu Koskinen: ‘We Are Not Afraid of Being Talked About’

Brand: HSL

Campaign: HSL Looks

Source: https://www.markkinointiuutiset.fi/artikkelit/hsl-n-brandi–ja-markkinointijohtaja-anu-koskinen-emme-pelkaa-sita-etta-meista-puhutaan

Goal: To engage communities in discussions about the brand through a fashion event.

Media: Fashion show

Summary: HSL has launched a new brand campaign centered around street fashion, collaborating with stylist Minttu Vesala. The campaign is inspired by lost and found items from HSL's public transport, aiming to highlight cultural diversity and spark conversations about the brand within communities. The project involves recycled materials and has seen input from various young designers.

brand campaign diversity recycling street fashion

Portugal

Continente Celebrates Diversity with New Back to School Campaign

Brand: Continente

Campaign: Back to School

Source: https://www.imagensdemarca.pt/artigo/continente-celebra-a-diferenca-no-regresso-as-aulas-com-nova-campanha/

Goal: To celebrate diversity and individuality among students during the back-to-school season.

Claim: In the school of everyone, there is a place to be different

Media: television, radio, digital, outdoor, cinema, stores

Summary: Continente has launched a multimedia campaign for the back-to-school season, emphasizing diversity and individuality among students. The campaign, created by Fuel, includes a back-to-school fair in stores and online, featuring a wide range of school supplies. This year, new inclusive products have been introduced, including those with ColorADD for colorblind students, highlighting the brand's commitment to accessibility.

back-to-school diversity inclusion school supplies

Spain

FC Barcelona champions creative diversity with a collection created alongside individuals with intellectual disabilities

Brand: FC Barcelona

Campaign: null

Source: https://www.reasonwhy.es/actualidad/fc-barcelona-coleccion-diversidad-creativa-la-casa-de-carlota

Goal: Promote creative diversity

Summary: FC Barcelona is championing creative diversity by collaborating with individuals with intellectual disabilities to create a collection. The effort aims to highlight the value of inclusivity and the talents of individuals often overlooked in society.

creative collaboration diversity inclusion

Italy

QuestionMark accelerates its journey as a Benefit Company and sets new goals

Brand: QuestionMark

Campaign: Impact Report 2025

Source: https://brand-news.it/player/agenzie/comunicazione-e-sostenibilita-questionmark-accelera-il-percorso-come-societa-benefit-e-fissa-nuovi-obiettivi/

Goal: Enhance sustainability and ESG compliance

Claim: Sustainability is a value to internalize and live daily

Summary: QuestionMark is increasingly focusing on sustainability as part of its business model, as evidenced by the publication of its Impact Report 2025. The report highlights the company's achievements in ESG matters, including a bronze medal from EcoVadis and a legal rating of ★★+. The agency is committed to reducing its environmental impact while promoting diversity and inclusion, with significant female representation in management. Additionally, QuestionMark supports social initiatives and invests in sustainable innovation through its involvement with JustonEarth.

diversity ESG social responsibility sustainability

FC Barcelona and La Casa de Carlota Launch a Capsule Collection

Brand: FC Barcelona

Campaign: Capsule Collection with La Casa de Carlota

Source: https://www.marketingdirecto.com/anunciantes-general/fc-barcelona-casa-carlota-lanzan-coleccion-capsula-reivindicar-creatividad-inclusiva

Goal: To promote inclusion and visibility of talent among people with intellectual disabilities

Claim: Diversity as a source of innovation and artistic expression

Media: Online store, Barça stores, social media

Summary: FC Barcelona launched a capsule collection of t-shirts in collaboration with La Casa de Carlota, a design studio that includes individuals with Down syndrome, autism, and other intellectual disabilities in its creative teams. The initiative aims to celebrate diversity as a means of innovation and artistic expression. The collection features designs that reinterpret iconic FC Barcelona symbols, showcasing the creative vision of artists with intellectual disabilities.

diversity fashion inclusion social impact