Welcome to the automated Brand Tracker diaries.
UEPS Masterclass 2026: How to Use AI Without Letting It Think
Goal: Educate participants on effectively using AI in creative processes
Claim: Think with AI, not as AI.
Summary: The first UEPS Masterclass, held in Belgrade, focused on utilizing generative artificial intelligence to enhance creativity rather than diminish it. The event brought together around 200 participants from various sectors including agencies and startups. Key presentations by experts like Dave Birss emphasized using technology for exploration and maintaining human creativity, while Boris Šurija explored the psychological mechanisms influencing AI use among people. The initiative aims to establish a traditional educational format.
Dukat connects food waste and climate change with a new quiz
Goal: Raise awareness about responsible food management and the link between food waste and climate change
Claim: Small changes in daily habits can have a big impact on reducing food waste and preserving the environment
Media: Online quiz
Summary: Dukat has launched an educational online quiz titled 'Hraniš li klimatske promjene?' as part of its social responsibility project 'Hrana se ne baca', aimed at raising awareness about food waste and its environmental impact. The quiz allows participants to test their knowledge about food waste and aims to educate the public on adopting sustainable habits. The project, initiated in 2023, highlights the connection between food waste and climate change, stressing that food loss contributes significantly to global greenhouse gas emissions. Dukat, the largest food donor in the Croatian food industry, also works on reducing food waste through selling products nearing their expiration date at discount prices.
WYgroup celebrates 25 years with the opening of operations in the United States
Goal: To strengthen international presence and connect with the scientific and technological ecosystem.
Claim: Waveform – what comes next is already in motion
Media: Newsletter, Event
Summary: WYgroup, a Portuguese group celebrating 25 years, announced its expansion into the U.S. with the creation of WY USA, led by Michael Mish. The effort aims to enhance ties between the U.S. and Portugal's markets while fostering innovation through a partnership with Instituto Superior Técnico, which includes scholarships for students.
Best Brands and Marketers – Communicate Online
Source: https://communicateonline.me/top-list/best-brands-and-marketers/
Goal: Reframe the term for housewife to empower women
Summary: L’Oréal Paris's ‘Sit Al Bait’ has evolved from an advertising campaign into an educational initiative that redefines the Arabic term for 'housewife' to 'Woman of the House'. Launched by FP7 McCann, McCann Paris, and Current Global MENAT, the campaign aims to empower women by integrating the revised term into educational materials in schools and institutions. The initiative has garnered over 42 million video views and more than 1,300 written responses from women in the region.
Money Monsters Teaches Children to Decide About Money. The App Aims to Improve Their Financial Literacy
Goal: Improve financial literacy among children and teenagers
Claim: Money Monsters empowers children to safely practice financial decision-making
Media: Mobile application
Summary: The Pyszko Foundation has launched a free educational app called Money Monsters, designed to enhance financial literacy among children and teenagers by allowing them to explore financial decision-making through gamified scenarios, real-life simulations, and immediate feedback without the risk of real monetary loss. The app includes multiple levels, covering topics like income, spending, saving, budgeting, banking, and even investing, making learning about finance accessible and engaging for young users.
AI Solutions Applied to Education, Agriculture, Health, and More (AI for Good Lab)
Goal: To apply artificial intelligence to public interest challenges
Summary: On October 5, the AI for Good Lab will showcase its first solutions applied to the public sector. This initiative, driven by Microsoft and the Uruguayan government, aims to leverage artificial intelligence for specific public challenges. After six months of work, the initial results will be presented at the event 'AI for Good: from Idea to Application,' which will gather authorities, specialists, and representatives from the involved institutions. The program focused on ensuring that technical capacity and knowledge remain within organizations after project completion.
HSBC helps 16 NGOs with back to school supplies
Source: https://whoswho.mt/en/hsbc-helps-16-ngos-with-back-to-school-supplies
Goal: To provide essential school supplies to children in need through NGOs
Claim: Making a positive impact on the lives of those around us
Summary: The HSBC Malta Foundation announced a charitable initiative that donated essential school supplies to various NGOs across Malta, aiming to support more than 65 referred children with necessary items such as school bags, stationery, and shoes. The initiative reflects HSBC's commitment to community support and empowering organizations to make a significant difference in people's lives.
Sra. Rushmore Wins Educational Campaign for the Foundation Secretariado Gitano
Source: https://ipmark.com/sra-rushmore-gana-la-campana-educativa-de-fundacion-secretariado-gitano/
Goal: To raise awareness about the importance of education.
Summary: Sra. Rushmore has won the competition organized by Fundación Secretariado Gitano to develop their upcoming awareness campaign focused on education. This is the third collaboration between the agency and the foundation, with the campaign expected to launch at the end of October 2026. César García from Sra. Rushmore expressed pride in working with the foundation again to highlight education as a tool for a fairer and more equitable society.
More Personal Stories in Schools, More Attention to Modern History
Goal: To highlight the importance of personal stories in teaching modern history.
Claim: Personal testimonies are vital for understanding modern history.
Media: Festival, podcasts, online collection
Summary: Paměť národa is celebrating its 25th anniversary, emphasizing the importance of personal testimonies in teaching modern history. A survey shows that a significant percentage of Czechs believe personal accounts of historical events are essential. The organization is showcasing a new technological method for easier access to stories and testimonies, alongside a festival featuring music, live podcasts, and meetings with witnesses.
Kozub’s Podcast Surpasses 100,000 Views. The Second Episode Approaches 85,000
Goal: To expand digital content and engage listeners with topics related to relationships and education.
Media: YouTube, Youradio Talk
Summary: The Kozub Pytcho podcast, featuring Štěpán Kozub and David Jordan, has surpassed 100,000 views on YouTube by Evropa 2. The podcast mixes light-hearted segments with serious topics, discussing themes such as returning to school and dating practices among Generation Z. New episodes are released every Thursday at 6 PM.
OpenAI shows how ChatGPT helps to learn new things in its global campaign ‘But Now’
Goal: To demonstrate how ChatGPT aids in learning new things
Summary: OpenAI showcases how ChatGPT can help individuals learn new skills and knowledge in its global campaign 'But Now'. The article contrasts this positive aspect with concerns from AI leaders about the rapid development of artificial intelligence and the potential loss of control over it.
Academia Ponto Verde launches new image and aims to reach over 50,000 students
Goal: Raise awareness about recycling among young students
Claim: Let's learn to separate together?
Media: Digital, press, outdoor, website
Summary: The Academia Ponto Verde returns to schools for the 2026/2027 academic year with a new visual identity and a national campaign aimed at enhancing recycling awareness among young students. The initiative expects to involve over 50,000 students, significantly increasing participation from previous years. The campaign includes educational sessions that teach the principles of reducing, reusing, and recycling, along with activities to engage students and their families in recycling practices.
How Canva Has Taken Advantage of the Start of the School Year for Princess Leonor and Thousands of University Students
Source: https://www.reasonwhy.es/actualidad/canva-accion-nuevo-curso-princesa-leonor-estudiantes-universidad
Goal: To engage students at the start of the academic year
Claim: Empowering students with design tools
Media: Digital platforms, social media
Summary: Canva has leveraged the beginning of the school year for Princess Leonor and thousands of university students by promoting its design tools. The campaign aims to support students in their academic endeavors with creative resources.
Quattroruote brings animal safety in cars to Salone Auto Torino
Goal: Raise awareness about safe transportation of pets
Media: Event talks, practical demonstrations, expert meetings
Summary: Quattroruote is renewing its commitment to promoting road safety, focusing on the safe transport of pets during the Salone Auto Torino event. From September 11 to 13, they will host discussions, practical demonstrations, and expert meetings to educate drivers on how to ensure safety and comfort for dogs and cats in cars. Quattroruote will also have a presence inspired by its Testing Center, featuring a limited edition collection of celebratory posters.
Torbjörn Averås Skorup Highlights Menstruation and Incontinence
Source: https://www.resume.se/marknadsforing/kampanj/hygienhumor-i-essitys-nya-reklamsatsning/
Goal: To promote open conversations about menstruation, incontinence, and menopause
Media: YouTube
Summary: The campaign addresses topics like menstruation, incontinence, and public hygiene through a series of films featuring comedian Torbjörn Averås Skorup, blending humor with factual information. Essity aims to make these difficult topics more approachable through storytelling and expert knowledge.
Common Good Creates New Positioning and Campaign for Dublin Business School
Goal: To prepare students for the changing employment market.
Claim: Ready. Completely.
Media: Meta, TikTok, Snapchat, digital video, out-of-home, digital audio
Summary: Common Good has launched a new strategic brand campaign for Dublin Business School titled 'Ready. Completely.' The campaign addresses the changing landscape of education and the job market by emphasizing the need for skills beyond traditional academic qualifications. It highlights the college's readiness to equip students with necessary skills such as critical thinking and creativity. The campaign targets prospective students and their parents and will be executed across various media channels, including social media and digital platforms.
Effie College Argentina: Last Days of Registration
Source: https://www.adlatina.com/publicidad/effie-college-argentina-ltimos-das-de-inscripcin
Goal: To develop strategic, creative, and effective solutions for marketing challenges.
Media: Email, Presentations
Summary: The fourth edition of Effie College Argentina encourages students to act and think like marketing professionals by developing strategic and creative solutions to real-life challenges proposed by brands such as Unilever, Visa, and Danone. Students will work on actual briefs and present their cases to brand executives, with winning teams receiving official certification and recognition.
Germany employs humanoid robots: a new model for industry and services
Goal: To make humanoid robots more accessible and practical for various applications.
Claim: More accessible and practical humanoid robots.
Summary: igus is reinforcing its commitment to humanoid robotics with the launch of Iggy Rob Home, a new version designed for non-traditional industrial applications. Developed in Germany, the robot is aimed at sectors like hospitality, education, research, and logistics. The Iggy Rob Home shares a technical platform with the Iggy Rob Industrial but is tailored for interactive tasks and environments. It's designed to be customizable, with features that facilitate human-robot interaction.
Pom-Bär launches a search for little heroes from school desks
Goal: To encourage acts of kindness among schoolchildren
Claim: One child's good deed can inspire another
Media: Short videos
Summary: The Pom-Bär 'Nagrađujemo dobrotu' campaign aims to seek out acts of kindness from students across Croatia, with submissions accepted from teachers. Three stories of empathy and solidarity will be selected, and the good deeds will be shared publicly to inspire other children. The campaign runs from August 17 to November 30, and the stories can be submitted from September 1 to September 30.
Jashanmal launches #BackToBrilliance #BackToSchool across the UAE
Source: https://campaignme.com/jashanmal-launches-back-to-school-back-to-brilliance-campaign-across-the-uae/
Goal: To provide families with premium back-to-school products and a convenient shopping experience.
Claim: Back-to-school is much more than a shopping season, it’s the beginning of a new chapter for every child.
Media: radio, digital media, social media, influencer collaborations, CRM, SMS, email marketing, premium digital screens
Summary: Jashanmal has launched its #BackToBrilliance #BackToSchool campaign, offering an extensive collection of premium backpacks, lunch solutions, hydration products, and school essentials for families in the UAE. The campaign includes a comprehensive marketing program across various media, aiming to help parents prepare their children for the new academic year with confidence and quality products from well-known brands.
With Protective Features and Learning Mode: OpenAI Introduces ChatGPT for Teens
Goal: Introduce a safer AI tool for teenagers
Claim: Safe and educational AI for youth
Summary: OpenAI has launched ChatGPT specifically designed for teenagers, incorporating protective features and a learning mode to create a safer and more educational AI experience for young users. The new version aims to provide a conducive environment for learning while protecting users from inappropriate content.
Continente promotes ‘Cadernão’ initiative to transform used notebooks into trees
Goal: Collect used notebooks and paper to plant trees
Claim: Transform used notebooks into trees
Summary: Continente is promoting the 'Cadernão' initiative in partnership with Oxford, encouraging consumers to drop off used notebooks and paper at selected store EcoSpots until September 20. The goal is to collect 100 tons of paper, leading to the planting of 2,000 trees. Since 2021, the initiative has collected 337 tons of paper and resulted in the planting of 5,120 trees, contributing to sustainable practices in education.
SHOEMART’s Back-to-School Scholarship makes waves by supporting kids’ education
Source: https://campaignme.com/shoemarts-back-to-school-scholarship-campaign-supports-kids-education/
Goal: Support children's education and families during the Back-to-School period.
Media: radio advertising, digital, CRM, social media
Summary: SHOEMART has launched its third annual Back-to-School Scholarship Campaign, providing financial support for students' education and assisting families as they prepare for the school year. The campaign aims to demonstrate Shoemart's commitment to families and to enhance brand awareness while driving store footfall and sales of Back-to-School products during this crucial retail season.
Grow older, not lamer: La Chambre des Métiers wants to trigger a critical debate on school and professional orientation
Goal: To provoke a critical debate on educational and occupational orientation
Claim: Grow older, not lamer
Summary: The campaign by La Chambre des Métiers aims to stimulate a critical discussion regarding school and professional orientation for the youth, highlighting the importance of valuing the expertise and skills gained through experience as one ages.
Campaign ‘We See More’: How BMBFSFJ and Fischer Appelt Aim to Strengthen Educational Professions
Goal: Strengthen educational professions
Claim: We see more
Summary: The campaign 'We See More' by BMBFSFJ in collaboration with agency Fischer Appelt aims to enhance the attractiveness of educational professions, drawing attention to their importance and opportunities in society.
New Creative Appearance: This is the new lead agency of the University of Vienna
Goal: Enhance university's creative branding
Summary: The University of Vienna has announced a new creative agency to lead its branding efforts, aiming to refresh its public image and engage more effectively with its audience.
Students and QN Together for a Project Dedicated to University Orientation
Goal: To provide guidance content for high school graduates and families
Media: Print, web, video, social media
Summary: Students (Mondadori Media) and QN Quotidiano Nazionale have formed an editorial and commercial partnership focused on post-high school guidance, aimed at providing content for students and families through various media. The project combines educational offerings from Students with QN's editorial presence, resulting in a new University section on quotidiano.net and dedicated content in the print edition. Over 30 universities participated, with video content distributed on TikTok and social media channels, focusing on storytelling for orientation.
Program supported by Zurich Portugal reinforced the mental well-being of more than 130,000 people
Goal: Promote mental well-being in schools
Summary: A mental well-being program supported by Zurich Portugal has reached over 130,000 individuals, including adolescents, teachers, and families, enhancing mental health literacy and early detection of psychological issues. The 'Por Ti' initiative has conducted nearly 3,000 workshops across 402 schools and will continue into the next academic year, with a focus on empowering educational agents and students to manage emotions and challenges effectively.