Brand Tracker

Welcome to the automated Brand Tracker diaries.

Sweden

Hundstallet Launches Campaign in Documentary Format

Campaign: Koda’s Journey

Source: https://www.resume.se/marknadsforing/kampanj/kodas-ode-skildras-i-realtid-hundstallets-kampanj-saknar-slutdatum/

Goal: To raise awareness about the rehabilitation process of homeless dogs and promote dog welfare.

Claim: Real stories of dog rehabilitation and care take time.

Media: Print, digital outdoor advertising, and social media.

Summary: Hundstallet has launched a documentary-format campaign featuring a dog named Koda, showcasing his journey from homelessness to rehabilitation. The campaign aims to highlight the care, training, and time required for a dog to find a new home, using the lens of documentary photographer Pieter ten Hoopen to document real-time progress over an indefinite period.

Norway

Collapse – The Prophet in Bærum

Brand: Maverix

Campaign: Kollaps – Profeten i Bærum

Source: https://www.kampanje.com/premium/byralederen-star-bak-sjokk-dokumentar-om-profet-venn-1/1035155

Goal: To spark a conversation about trust in societal structures

Media: TV

Summary: Maverix's new documentary series 'Kollaps – Profeten i Bærum' explores a controversial community led by Christian Sønstebø, comparing it to Netflix's 'Tiger King'. The series aims to raise discussions around the loss of trust in established societal structures. Despite creating a buzz, Sønstebø has criticized its journalistic balance and legality, seeking to prevent its publication. Linda Nordheim from Maverix emphasizes the team's effort in creating an engaging, in-house production.

documentary society trust

Asics ‘Human nature’ by Golin Ketchum London | Campaign UK

Brand: Asics

Campaign: Human Nature

Source: https://www.campaignlive.co.uk/article/asics-human-nature-by-golin-ketchum-london/4t7z303hm151a698jyj9q954xg

Goal: Raise awareness of people's declining movement

Media: nature documentary-style film

Summary: Asics has launched a campaign that aims to increase awareness of the declining amount of physical movement among people, presented through a nature documentary-style film.

awareness documentary physical activity

Italy

Asics Sounds the Alarm on the Extinction of Movement with the Documentary ‘Human Nature’

Brand: Asics

Campaign: Human Nature

Source: https://brand-news.it/brand/persona/abbigliamento/asics-lancia-lallarme-sullestinzione-del-movimento-con-il-documentario-human-nature/

Goal: Encourage people to engage in at least 15 minutes of movement daily

Media: Documentary

Summary: Asics has launched a documentary titled 'Human Nature' highlighting the alarming trends in physical inactivity and promoting movement as crucial for mental and physical health. With data showing that many people spend the majority of their day immobile, the documentary aims to raise awareness and inspire a more active lifestyle, featuring narration by Sigourney Weaver.

documentary health awareness movement promotion

Norway

Has examined Norway’s largest influencers: – Concludes with legal violations

Brand: Ivorie Studio

Campaign: Behind the Glazed Images

Source: https://www.kampanje.com/premium/har-gransket-norges-storste-influencere-mye-grums/1026911

Goal: To critically examine the influence of major influencers in Norway

Claim: None

Media: Television, Online Articles

Summary: The article discusses the release of a TV 2 documentary series called 'Behind the Glazed Images', which critically examines some of Norway's largest influencers, including Isabel Raad and her company Ivorie Studio. The series, created by journalist Line Haus, explores the responsibility and power of influencers in society. Despite the critical perspective, Haus states that they aimed to treat the influencers with respect. The initial response to the series has been overwhelmingly positive.

Critique documentary Influencer Culture

Saudi Arabia

Athar Origins: The story behind the making of Saudi Arabia’s biggest creative marketing festival

Brand: Athar Festival

Campaign: Athar Origins

Source: https://campaignme.com/athar-origins-the-story-behind-the-making-of-saudi-arabias-biggest-creative-marketing-festival/

Goal: To document the journey and growth of the Athar Festival over three years.

Media: Documentary film

Summary: Athar Origins is a documentary that details the creation and evolution of the Athar Festival of Creativity in Saudi Arabia. It showcases the challenges and milestones the festival has faced in its first three years, featuring insights from the Athar team and highlighting the significant changes in Saudi's creative industry.

Creative Festival documentary marketing

Croatia

The North Face enters where ultrarunning starts to hurt

Brand: The North Face

Campaign: Sufferfest: Welcome to the Pain Cave

Source: https://www.media-marketing.com/vijesti/the-north-face-ulazi-tamo-gdje-ultratrka-pocinje-boljeti/

Goal: To explore the emotional and physical challenges faced by ultra-runners

Media: Documentary series

Summary: The North Face's new documentary series, Sufferfest: Welcome to the Pain Cave, focuses on the intense preparations and challenges faced by four trail runners as they train for the UTMB Mont-Blanc ultra-race. The series highlights the community surrounding the race and the athletes' personal stories, showcasing the struggles and realities of pushing past limits, rather than just celebrating victories.

documentary outdoor culture ultrarunning

MENA

A Journey of Passion

Brand: LALIGA

Campaign: A Journey of Passion

Source: https://campaignme.com/laliga-footballco-documentary-a-journey-of-passion-explores-mena-football-fandom/

Goal: To explore the passion of MENA fans for Spanish football.

Media: LALIGA Channels, Footballco’s MENA media network including Kooora and GOAL.

Summary: LALIGA, in collaboration with Footballco, launched the documentary 'A Journey of Passion' to showcase how fans in the MENA region express their love for Spanish football. The film narrates the experiences of three dedicated fans from Egypt, Saudi Arabia, and Morocco, highlighting their emotional connections to their clubs despite geographical distances. It culminates in their journey to Spain to witness their teams live.

documentary fan culture Football MENA

Brazil

Google Recreates with AI the Historic Goal of Pelé that Was Never Filmed

Brand: Google

Campaign: The Most Beautiful Goal Never Seen

Source: https://www.imagensdemarca.pt/artigo/google-recria-com-ia-o-historico-golo-de-pele-que-nunca-foi-filmado/

Goal: To showcase the potential of artificial intelligence in preserving historical events.

Claim: Using technology to recreate missed historical moments.

Media: Documentary film

Summary: Google DeepMind has introduced a documentary titled 'The Most Beautiful Goal Never Seen,' which utilizes artificial intelligence to recreate Pelé's iconic goal from 1959 that was not filmed. In collaboration with NR Sports, the project combines historical research and advanced technology to accurately depict the atmosphere and elements of the match, highlighting the capabilities of AI in historical preservation.

artificial intelligence documentary Historical Reconstruction

Brazil

The Most Beautiful Goal Never Seen

Brand: Pelé Brand

Campaign: The Most Beautiful Goal Never Seen

Source: https://www.media-marketing.com/vijesti/gol-koji-kamera-nije-sacuvala-google-je-rekonstruisao-iz-3-600-historijskih-slika/

Goal: To reconstruct a historic soccer goal using AI and archival materials

Claim: The most beautiful goal never seen

Media: YouTube, Museum exhibition

Summary: Google DeepMind and Pelé Brand have reconstructed a historic soccer goal from 1959, known as Gol da Rua Javari, using archival photos, sketches, and eyewitness accounts. The resulting mini-documentary, 'The Most Beautiful Goal Never Seen,' was released on July 14. This project involved Pelé's family and various historians to ensure authenticity. The film combines AI-generated scenes with classic visual effects, presenting an accurate recreation of the event that was not captured on camera at the time.

AI documentary historic reconstruction Pelé soccer

Ireland

Heineken Celebrates Cannes Success with Homecoming Event

Brand: Heineken

Campaign: The Pub That Refused To Die

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.

community engagement documentary Social Connection

Ireland

The Irish Marketing Podcast: The Power of Story Telling

Brand: Smithwick’s

Campaign: Find Originals

Source: https://www.adworld.ie/2026/07/17/the-irish-marketing-podcast-the-power-of-story-telling/

Goal: To highlight traditional Irish music and community

Summary: The article discusses an episode of The Irish Marketing Podcast featuring filmmaker Molly Kiely, who talks about her documentary 'At the Bottom of the Reen' and its influence on Smithwick's Find Originals campaign. The documentary provides a nuanced view of a rural Tipperary pub and its role in the local community, paralleling the campaign's focus on tradition and heritage.

documentary Irish culture storytelling