Brand Tracker

Source: https://www.advertimes.com/20260728/article551869/

Goal: To create emotional narratives that resonate with customers

Media: Film

Summary: The article discusses IKEA's successful advertising campaign 'Made for life', which won a Gold award in the Film category at the Cannes Lions. It highlights the campaign's deep emotional themes and storytelling, showcasing the challenges faced by couples and families, thereby reinforcing IKEA's brand identity in a heartfelt manner. The article also hints at potential future competitors for AB InBev and IKEA's strong standing in recent awards.

Source: https://stoppress.co.nz/awards/kantar-names-colgate-the-ad-impact-winner-for-june/

Goal: Build awareness and motivate purchase consideration

Claim: Smile strong

Summary: Colgate's 'Smile strong' campaign has won Kantar's Ad Impact for June 2026 by effectively combining emotional storytelling with a clear brand role. The ad focuses on a caregiver addressing oral health issues among children, highlighting real-life challenges while connecting deeply with viewers through empathy and care. This approach reinforces Colgate's commitment to its 'Bright smiles, bright futures' initiative, aiming to create positive change and build brand loyalty.

Source: https://www.adworld.ie/2026/07/10/banjoman-rolls-out-powerful-campaign-for-rnli/

Goal: Promote water safety awareness

Claim: Float to Live

Media: Short film

Summary: The RNLI has launched a water safety campaign in partnership with the GAA, featuring a short film titled 'Float.' Directed by Dermot Malone of Banjoman, the film follows a teenager who uses the RNLI’s advice to float to survive a swimming emergency. The campaign aims to convey the importance of water safety awareness through emotional storytelling.